The biggest challenge for those responsible for marketing organizations today is addressing the consumer transformation from traditional to online. That’s not just me saying that, a recent CMO survey by Accenture reported that. They surveyed over 400 senior marketing officers in 10 countries and found that 7 in 10 CMOs expect the marketing function to change fundamentally in the next 5 years.
The biggest performance gap CMO’s report is their “digital orientation”…the work across the organization to infuse a digital focus that produces relevant, seamless and consistent customer experiences.
Is it any surprise that this is the case? Marketing is undergoing one of the most dramatic changes in history. Many large companies still have their customer data in silos and departments don’t talk to the customer with one voice. Trying to do that through your channel partners, i.e. dealers, agents, distributors, franchisees – is even more of a challenge, because now you’re mixing the your brand with the local partners’ brand and motives.
One key to this challenge is a solid adbuilder program for your channel partners. Give them top quality creative across all digital media. Make it easy to make the right decision — to spend their co-op funds wisely — for the benefit of their sales and the brand. Make social content easy to share. Make it easy to add their local value and personalization.
This will help CMO’s close the digital gap with one of their most important audiences: their channel partners. Try our free Adbuilder audit to gauge the health of your program.