CMOs Seek to Better Understand Marketing’s Link to the Customer Journey

In an effort to gauge the top concerns of CMOs, Leapfrog recently participated in “The Millennium Alliance’s Transformational CMO Assembly,” which brought together more than 50 top marketing leaders. Overall, the participating CMOs indicated that they are still heavily invested in connecting to the customer journey.

Specifically, the majority of CMOs claimed that they would like to be able to measure and report their marketing team’s impact across the buyer’s journey. CMOs showed a desire to connect sources of rich customer data to interactions with their brand.

“The need to connect the consumer journey continues to be a primary challenge for many marketers,” says Dave Husain, CEO and co-founder of Leapfrog.

Another top challenge for CMOs was building digital marketing solutions for consumer engagement and conversion. Survey researchers found that it is no longer sufficient for CMOs to simply “engage consumers” with their brands – they are extremely concerned with customer experience personalization.

Finally, the survey results revealed that CMOs want to understand what drives acquisition, retention and loyalty through their insights and analytics.

Top Marketers Seek to Own the Customer Experience

As the Leapfrog survey revealed, marketing executives are strongly concerned with understanding their buyers, and this is not the first time data has cited these CMO initiatives.

The “Path to 2020” report from Marketo and The Economist Intelligence Unit recently discovered that 86 percent of CMOs believe they will own the end-to-end customer experience by 2020. In this report, improving brand perception and increasing customer loyalty were the top two goals of CMOs focusing on the customer experience.