Sunday, November 27, 2016

CMO, Want to Avoid Extinction?

No CMO wants to be left on the sidelines. Sidestepping the confines of traditional marketing to deliver a more relevant and integrated customer experience will ensure the future of the CMO on the digital playing field.

— Accenture White Paper

Dear CMO:

Afraid you'll be banished to the North Pole?

Ready to declare every conventional marketing tactic passé?

Well, be warned: your rush to "embrace digital" is abominable.

The reason's simple.

Just like people who use an online dating service, B2B customers use digital to eliminate you from consideration. They don't use it to start a relationship.

Relationships come from face-to-face.

And relationships are the wellspring of growth, the most valuable off-balance-sheet asset your company has.

So why on earth would you "sidestep" face-to-face?

Do you want to avoid extinction—or accelerate it?
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