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If the role of the Chief Marketing Officer (CMO) is less central than corporate rhetoric would suggest, it is due to two paradoxes. The first is the data paradox: we have an abundance of data, but it is too often managed by technical functions, far from the market, and its abundance creates the temptation to react in real-time, losing sight of the long-term vision. The customer-centricity paradox exists because, in many organizations, it is merely a buzzword, and in others, its implementation is hindered by objective technical complexity. Ultimately, the relevance of the CMO depends on corporate culture: only if customer-centricity is truly a pervasive trait and there is an effective data culture can the CMOs fully realize the potential of their function.
In this podcast (in Italian), Gabriele Troilo, Professor of Marketing at SDA Bocconi, concludes the discussion on the role of the Chief Marketing Officer, which began with the four interviews in the Profession CMO series, available here:
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