Wharton and IBM Announce a First of a Kind Exec Program for CMO and CCOs!
Wow!
Did you see the CMO announcement from IBM and Wharton? Wharton Executive Ed and IBM announced the launch of a first-of-its-kind executive program to help Chief Marketing Officers (CMOs) and Chief Customer Officers (CCOs) prepare for and capitalize on the current explosion of customer data.
The course is 2 weeks long and is titled “The CMO Advantage: Evolving Beyond the Digital Revolution.” It will explore the increasing importance of the CMO in leading customer engagement innovations in the C-Suite.
What does the course look like?
- Gain a deeper understanding of the transformative impact of the connected consumer on enterprise value propositions and marketing practices;
- Enhance the role and influence of the CMO and Chief Customer Officer in the C-suite, including rallying and orchestrating the wider organization to align in support of the brand promise;
- Achieve personal transformation and challenge mental models by applying lessons through live simulations and rapid feedback;
- Improve the performance of the marketing organization, including nimble organizational design, marketing return measurement, partner ecosystems, and winning the talent war; and
Join a collaborative network of executive peers for continuous learning.
I believe strongly that the CMO needs to have credibility and authority to influence customer interactions across the organization, not just within the marketing department.
But our facts show something different -- the IBM Global CMO Study of more than 500 CMOs around the world showed that 82% of CMOs say their organizations are underprepared to capitalize with advanced analytics on the explosion of customer data.
Since most CMOs believe the complexity of data-driven marketing will accelerate over the next five years, less than half feel prepared for that (and, their confidence is eroding ... 70% reportedly felt they were prepared just three years earlier).
Clearly, the time to develop the acumen required to harvest insights and apply them to reinventing brand engagement is now!
