How Will Marketing Organizations Evolve in 2015?

As we near the end of 2014, analysts and marketing leaders are starting to make predictions about how marketing organizations will evolve in the new year. Forrester recently released a report with predictions for CMOs in 2015. Their forecast for next year includes CMOs taking the lead as corporate officers, leading the charge toward customer-focused processes, working more closely with CIOs to solve data challenges and leading technology innovation.

Curious about what changes we’ll see for marketers next year? This week, I’ve gathered 2015 forecasts and predictions for CMOs (and marketers at every level).

  • CMOs Boldly Reach For More Influence Across The Enterprise In 2015. Forrester: “In 2015, business as usual cannot be the name of the game. More of the same will not elevate a CMO to the level of influence we predict. Instead, in the age of the customer, CMOs must rethink their approach to marketing operational excellence to enable the kind of growth that the CEO will turn to them to achieve going forward. Done well, these savvy CMOs face a year of unprecedented personal and business achievement.”
  • The 2015 B2B CMO Challenge: Measuring Content Performance. Marketing Land: “If there’s one thing you can resolve to do as a CMO in 2015, it’s to put processes and measurements in place for your content activities. According to data from the Aberdeen Group, companies that have well-defined content management processes outperform those that don’t in terms of website click-through rates.”
  • 11 Marketing Trends To Watch For In 2015. Forbes: “CMOs will become Chief Simplifier Officers. Most companies create complexity, especially even as the landscape itself is turning more complex. They’ve arranged themselves in endless new vertical silos, by geography, product, or function that hamper them when it comes to working more closely and with the free flow of ideas. To optimize consumer and customer engagements, CMOs will begin to put silo busting on top of their agenda and begin to think holistically about the company’s overall value proposition, integrating messages and insights across business units, geographies, and functional groups.”
  • Forrester: CMO Tenure Will Reach Five Years In 2015. The Wall Street Journal: “Next year will be a major turning point in the average shelf life for chief marketing officers, according to a new report from Forrester Research. Forrester expects that the typical CMO tenure will reach 60 months — or five years — in 2015, well above previous CMO tenure figures.”
  • 21 Digital Marketing Trends & Predictions for 2015. Top Rank Blog: “In 2015, digital marketing will converge with digital selling in a meaningful way. Marketing (one to many) and sales (one to one) are beginning to use the same techniques of content creation and real-time engagement. The best organizations will not run marketing and sales as separate “departments” but will merge the two functions into one customer facing organization focused on revenue generation.”

 

Reposted from Allocadia’s blog.