In the wake of continuing digital media changes, CEOs are re-examining how they engage management in marketing. McKinsey recently advised CEOs to engage their boards to a greater extent in marketing. In particular, McKinsey recommended three key points:
1. Consider a customer-engagement planning day to take stock of the broadest strategic implications of changes in the marketing environment and of the company’s position with customers.
2. Consider expanding expertise of the board, given the fast-changing nature of marketing. For example, including more board members with public-sector experience—including political-campaign skills—can provide valuable counsel to today’s ever-more-exposed CEOs.
3. Keep board involvement strategic in nature and clearly aimed at governance issues and not the day-to-day management of marketing activities.
GRM has historically conducted customer/prospect research aimed at uncovering engagement points and how to be distinctive from competitors. Lessons, even for smaller businesses, as the digital-marketing revolution continues to unfold. Are you mapping customer engagement? Customer engagement is a CEO directive ultimately. To be effective and encompassing, operations, marketing, sales, customer service, R&D and now – IT – all need to be on the same page.