Does your company really need a marketing department?

And if so, you have to focus only on the ""P"" of promomotion or with others like product, price y place.

Many company CEOs wonder and reflect on these questions, whether the functions performed are correct, whether they have the appropriate size, whether they should be expanded, reduced or even eliminated.

In the early 90s we know that companies began changing the name of the vice president of marketing to the chief marketing officer and it was more than a change of words. Well, marketing became in the hands of an executive director who joined other executive directors such as the general director, financial director, communications director, etc.

Currently, There are about 3.000 chief marketing officers (CMOs) in the United States., few countries have appointed a CMO in their company.

Officially, CMOs are responsible for 6 tasks:

1. Monitor the consumer environment, represent the voice of the customer and lead development with a strong customer orientation to achieve retention and loyalty.
2. Gather information from the customer's point of view to help develop new products and services and achieve growing objectives.
3. Take care of the corporate image and brand.
4. Renew marketing technology and company skills and capabilities.
5. Account for the financial results of marketing activities, campaigns, etc.
6. Provide knowledge and establish synergies.

 

Some companies consider that marketing is too important to be left solely in the hands of the marketing department and believe that it should be the responsibility of all members of the company, yes, A CMO should focus on at least some of the six activities I mentioned above.

Although the marketing department, many organizations know that they should add to their marketing tools experts with social networks and online marketing.

For approximately half a year, Dominique Turpin, president of the IMD Business School in Switzerland, has buried the CMO and made the new figure appear. CCO (chief customer officer) who will be in charge of getting to know the clients, knowing what they want and where they want to go.