Marketers Are Ready for Change
Data, social, and the new role of the CMO were just a few of the topics covered during Accenture's #digitalchat on Twitter.
Marketers gathered on Twitter yesterday for a discussion about several of the marketing world's hot issues—based around Accenture Interactive's recent CMO-CIO survey. The discussion, led by Glen Hartman, managing director of digital transformation at management consultancy Accenture Interactive, was filed under the hashtag “#digitalchat," a monthly Twitter forum Accenture hosts.
Although the topics discussed were many and varied, the conversation repeatedly returned to organizational design. The prevailing opinion pointed to a need for structural change at the enterprise level, with customer-centricity at the center.
Many participants seemed particularly rankled by the expanding purview of marketing and the increasingly heavy title of CMO.
One thing for sure CMO/CIO collaboration is not an "if" it's a "when"... sooner the better #digitalchat— Glen Hartman (@Hartmanglen) August 13, 2014
Data, of course, was another major driver in the discussion.