個案總覽

We live in a world of digital disruption, hyper-personalization, just-in-time marketing, and artificial intelligence. To lead in today’s environment and meet the needs of today’s consumers, businesses must take advantage of the new tools that are available. Business leaders must empower their chief marketing officers (CMOs) to take control of their firms’ disruptive growth agendas. Failing to do so risks losing customers to a new wave of disruptive competitors. In order to take control of the disruptive growth agenda, CMOs must pivot and become more data-driven to better understand their customers. If they don’t, they will lose the opportunity to change consumer behaviours and will risk being forgotten. CMOs who want to reach their potential can try three approaches: 1) align with IT; 2) leverage intelligent automation and integrate analytics capabilities; and 3) understand the complexity of the change involved. Canadian CMOs are well positioned to take control of the disruptive growth agenda and generate new value for businesses. But that positioning is futile if they do not align with the CEO—and other business functions—to effect change.