From new specialisms to chief growth officers: How are marketing teams evolving?
As marketing leaders rethink the skills their teams need to win in a rapidly evolving market, avoiding creating new silos and feelings of tribalism is key.
In the words of Simon Michaelides, interim chief customer officer at Great British Racing: “There is an awful lot of evolution going on in marcomms as a discipline at the moment.”
It’s no wonder. Emerging technologies like AI are hugely disrupting the status quo, consumer behaviours and preferences are in constant flux, and marketers are under intense pressure to deliver return on investment (ROI) while cutting costs. As a result, CMOs and their equivalents are having to rapidly reassess the functions, specialisms and organisational structures within their marketing teams.
Integration between marketing, customer and product teams has been a particular theme. Deliveroo recently integrated its marketing and product teams, for example. Waitrose brought together its brand and customer experience functions. Compare the Market has created both customer and brand chief roles in its own structural rethink.
