The CMO Imperative and Digital Health Checklist from BCG
The CMO Imperative is the title of a new report from Boston Consulting Group. This one is surprisingly well written and actionable. It even includes a Digital Marketing Health Checklist.
In spite of this rather weak opening;
“New digital media including online video, social media (I thought that online video was part of the social media landscape), and mobile advertising – are transforming the marketing landscape. The Boston Consulting Group BCG has spoken to dozens (that’s not many) of chief marketing officers (CMOs) and other leaders (who are they?) who realize that 50 years of marketing management approaches must change dramatically. These marketers don’t need a call to action (really?). Rather they are actively seeking to build a twenty-first century marketing capability that can navigate whatever comes next (hmmm.)”
I (honestly) found their report worth a read. Sure BCG are in the business of selling premium consulting services at premium prices to premium clients. But one cannot deny that they do produce a significant amount of research which in turn allows them to publish reports such as The CMO Imperative. And since most of the rest of us neither have the time nor the budget for that, I suppose I do owe BCG thanks.
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