Five years ago in May, IDG tasked me with launching CMO as a brand in Australia. It was a decision driven by two factors: One, the exponential growth of technology in the marketing sphere; and two, the rising role of the marketer as an executive leader of influence.
When we started, it was clear marketers were already in the midst of significant change and experiencing a shake-up – in opportunity, in complexity and in executive expectation. Digital disruption, connected customers, the rise of social media and an explosion of channels with which to interact and communicate with consumers all challenged marketers to lift and pivot their game if they were to successfully help their organisations achieve competitive advantage and sustainable growth.
Succeeding in such an environment has required a transformation of everything – from skillsets to platforms and connected systems, a shift from