Good Morning, Marketing: State of the Industry, 2019

PROVIDENCE, R.I., Feb. 7, 2019 /PRNewswire/ -- What are marketers doing to modernize in the digital age? Zee Jay Digital's Eric Rotkow is in a position to know: The managing partner of the marketing transformation company is on the front lines, working with corporate CMOs and heads of in-house agencies to optimize how their teams work in today's omnichannel world.

Hosted by Veronica Bright the Feb. 19 Good Morning Marketing podcast features Rotkow as he shares his perspective on the state of marketing in the new year.

Bright and Rotkow discuss one reason why 70% of transformation initiatives fail (according to McKinsey). "Until now, CMOs have not been in the driver's seat for digital transformation," Rotkow said, noting that traditional, functional boundaries between marketing, sales, merchandising, customer service, IT and stores (for example) have impeded efforts to transform.

"Marketing's reach across the organization and impact on the customer experience is now creating an opening for CMOs to lead the transformation charge—and make needed change possible."

Rotkow maintains that marketing can't transform unless the entire organization does. "Marketing is in the position to be the catalyst for change, but the CMO can't do the job unless they're supported from the top, throughout marketing and across functions," Rotkow said in the soon-to-be released podcast by Zee Jay Media.

The CMO's relationships with the CEO and the VP of marketing ops are critical to successful transformation. "Only in partnership can the CMO deliver the cohesive customer experience that sets the organization up to remain relevant and win.

"Without the CEO's visibility in defining company goals and identity, the CMO can't deliver the experience customers expect," he said.

Rotkow added that successful transformation also takes a strong right hand to execute. "The marketing operations executive plays another critical role in driving changes to the organizational model, processes and technology that optimize marketing's value."

Most marketing organizations look essentially the same as they did 30 years ago, and as a result they're no longer in a position to compete. A scalable and aligned operating model—based on agile processes and an integrated stack—are setting many up to succeed.

According to Rotkow, without transformation, businesses stand to meet the same fate as Nokia, Kodak, Borders—and 90% of the companies on the 1955 Fortune 500.

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About

Zee Jay Media produces podcasts featuring guests who educate, entertain—and provide therapeutic value to marketers. Zee Jay Digital is a boutique consulting firm that helps marketing organizations structure, operate and compete in a digital world by transforming marketing's organizational design and orchestration of work to achieve personalized customer experiences at scale. Visit.

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