Accountability in Marketing - Linking Tactics to Strategy, Customer Focus a...
Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.
In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.
However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe.
Sufficiently efficient: 4 ways marketers achieve efficiency by doing more w...
With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? View infographic>>
When it comes to symbols, the smile reigns supreme. Its one connotation—happiness—is undisputed the world over. Yet despite the smile’s universal appeal, research suggests that culture affects our perceptions of it in unexpected ways... Read full article >>
The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures. What should marketers bear in mind when launching global campaigns? View infographic >>
Enjoy in-depth insights and expert analysis - subscribe to our Perspectives newsletter, delivered every week
Newsletter Signup
The Economist Group is a global organisation and operates a strict privacy policy around the world. Please see our privacy policy here
Join our Opinion Leaders Panel
Complete the form to join our panel and receive rewards every time you complete our business surveys. You will also receive the weekly newsletter, containing the latest cutting edge reports, blogs and industry data.
The Economist Intelligence Unit is part of the Economist Group. The Economist Group is a global organisation and operates a strict privacy policy around the world. To read more about us and our privacy policy please go to http://www.economistgroup.com/privacy