At the recent Product Marketing Summit held in Denver, renowned marketing expert Liza Adams discussed a topic of great relevance for the future of this discipline: the need to include marketing specialists in company boards. Despite the importance of marketing in the business environment, only 41 members of the boards of Fortune 1000 companies are Chief Marketing Officers (CMOs), and less than 3% of board members have managerial experience in this area. This situation prompts reflection on why marketing is often seen as a purely tactical function focused on attractive advertising campaigns, while its strategic potential is sidelined.
Adams presented an optimistic perspective on the influence of artificial intelligence (AI) in this dynamic. According to her analysis, AI can improve not only the tactical functions of marketing but also transform marketers into strategic agents within organizations. By aligning priorities and optimizing results, AI allows marketing efforts to be more visible and valued at the top corporate levels.
During her presentation, Adams highlighted three key areas where AI can strengthen the position of marketers: segmentation and targeting, competitive analysis, and thought leadership. Drawing on her experience as a fractional CMO, she recounted the challenge of a company that, after rapid growth during the pandemic, was struggling to maintain momentum. Instead of diversifying their approach, Adams suggested focusing on a deeper understanding of customer needs in two or three specific market segments.
To do this, they implemented a heat map created from data collected and analyzed using AI, allowing the executive team to visualize areas of the market with strategic potential. Creating this map required significant effort in data collection and analysis, including market reports and customer interviews, as well as the use of artificial intelligence tools to process this information.
Presenting the findings, the data-driven approach fostered richer and more collaborative discussions among executives, facilitating consensus on key segments to focus their efforts on. This led to greater alignment and effectiveness in their strategies.
In summary, AI is not only driving the product marketing industry towards a more strategic approach but also providing marketers with the opportunity to earn a seat at the boardroom table, challenging the misconception that their work is limited to tactical aspects. The integration of technology and analysis in decision-making is crucial for marketing professionals to showcase their true value in the competitive business landscape.
via: MiMub in Spanish
