Earlier this week, SAP CMO Jonathan Becher, joined fellow CMOs Nora Denzel from Intuit, Anne Globe of Dreamworks, and Lorraine Twohill at Google for an enlightening (and fun) discussion on the role of the CMO and Marketing overall, in a fast-changing world.
The thesis they began with: social media, big data, and other disruptive technologies have turned traditional marketing on its ear. The CMO’s role is expanding beyond brand responsibility to include aspects such as corporate culture, and even the voice of the customer. In addition, marketing is now purchasing significant technology and services from their own budgets, and, according to Gartner, within five years will spend more on IT than the CIO.
Here’s a quick recap of the lively discussion, not in my words, but in the words of attendees as captured through Twitter.
The Marketing Function
Debates of Art versus Science
A Key to Success: Great People
Does this resonate with you? Do you see these trends occurring at your company and in the broader market? What burning issue did they neglect to discuss during this panel, which you would want to see raised?