CMO Agenda

How We Support the CMO

Our industry-leading digital expertise helps address the full spectrum of CMO challenges, from the creative to the highly technical. We bring:

Keen vision across, and comprehensive knowledge of, the marketing function, including digital and traditional channels, purpose, creative, analytics and AI, agile marketing, customer acquisition strategies, and business innovation
Growth-oriented measurement models and approaches to accelerate funding for innovative marketing approaches
A deep understanding of CMOs’ relationships with the C-suite and board of directors, which enables them to collaborate more effectively with executives and advisors in other disciplines
Optimized ways of working to enable marketing agility, adaptability, and a results-oriented focus—within and across teams
Diverse practitioners who work shoulder to shoulder with marketing executives and their teams throughout the engagement to achieve CMO priorities and unite strategy with value

Our CMO consulting experts support chief marketing officers in their efforts to develop a coordinated and action-oriented CMO agenda that balances often-competing priorities to drive impact.

The New CMO Strategy: Collaboration

To thrive in their roles, marketing executives must translate their skills and expertise across the C-suite. CMOs and CIOs, for example, can unlock budgets and enhance investments in marketing talent, tools, and technology. CMOs and CEOs can work together to embed and nurture purpose across an organization while cementing loyalty among its customers. CMOs and COOs can build the systems and processes that support market leadership. CMOs and CFOs can collaborate to manage marketing as an investment for increasing returns.We help CMOs foster C-suite collaboration—and establish a shared view of measurement that aligns marketing with business impact—so they can shift perceptions of the marketing organization from a cost center to a growth platform.

CMOs can’t afford to work in a silo. They need buy-in from the rest of the C-suite. Marissa Jarratt, head of marketing and sustainability at 7-Eleven, talks with BCG's Lauren Weiner about the power of collaboration.

The CMO Agenda: Creating a Transformational Marketing Strategy

Our solution rests on five pillars that support CMO marketing strategy. They are:

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Set a Customer-Centric Vision and Strategy

In B2C, understand the consumer and their demand spaces, including their demographic profile and emotional and functional needs.
In B2B, understand the buyer, buying center, and account, including demand spaces and organizational needs.
Reaffirm the brand’s purpose.

Develop Technical Foundations and a Measurement Toolkit

Understand performance and industry standing.
Strengthen, protect, and activate customer data.
Evaluate and enhance the organization’s personalization technology stack.
Develop data-driven measurement architecture.

Deliver and Scale Relevant Customer Experiences

In B2C, scale tailored content and experiences for consumers across channels.
In B2B, scale content and experiences in ways that align with customers’ go-to-market strategies across channels.
Target customers with effective, efficient, scalable tactics.
Stimulate and nurture advocacy and loyalty.

Empower People Through Agile Processes and Foster Digital Talent

Identify and build data-driven capabilities internally and with key strategic partners.
Enable agile decision-making processes with test-and-learn culture.

Build an Industry-Leading Content Machine to Break Through with Consumers

Appraise brand health and positioning.
Accelerate digital-first content creation, enabled by an integrated communication strategy and information management technology.
Institute rigorous brand health tracking.