The CMO, martech and ‘marchitecture’: Messaging that matters to customers
What is a "marchitecture," and why should it be an essential part of your strategy? Columnist Jim Yu explains how it can bridge the gap between your technology infrastructure and your customers' needs.
As CMOs enter 2018, the recurring theme (and need) to deliver a great customer experience is more important than ever before. CMOs need to keep pace with the connected consumer and a customer journey that is increasingly mobile and voice-enabled.
For marketers, delivering a great experience is not enough. They also must deliver results and differentiate themselves from the competition. Doing this allows marketers to serve the customer and proves to the CEO and CFO that marketing is more than a cost center.
To build the agility to transform the digital organization and keep pace with the connected consumer, it’s essential to have a strategy for developing an effective “marchitecture” — a program and plan to ensure that your product and technology are positioned to stand out from the crowd and can be easily absorbed by prospects and customers.
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