Marketing Transformation—An Introduction from Nick Smith, Global Managing Director

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Smith argues that 2010 will be the year of “reset,” when marketers stop talking about customer-centricity and actually put it into action and, that by doing so, chief marketing officers can help lead their organizations to growth.

Accenture’s research and experience points to an incredibly dynamic customer environment, with traditional brand value propositions under constant reassessment. Smith outlines the four key areas on which chief marketing officers need to focus:

• Customer insight. Understand where the opportunity lies by mastering customer analytics.
  
  
• Proposition or offer. Use insights from analytics to ensure the offer is designed, priced and delivered for the consumer in the most relevant and impactful way.
  
  
• Channels. Ensure that the brand or product is presented in a multiple-channel environment with digital at its heart.
  
  
• Marketing operation: Create an efficient and effective marketing operation to help fund growth strategies and to underpin the delivery of differentiation and relevance for the consumer.