Four CES Themes That Show What Every Savvy CMO Needs To Do Next -- Ambition, Advocacy, Alchemy and Acceleration

This article the first in a twopart series highlights some observations about the first two themes in that quartetAmbitionThere was no shortage of unbridled ambition during CES from the aweinspiring future of mobility robotics to new ways to address sustainability through the power of techThe audacity of dreaming big and delivering on it opens the mind to novel ways of problemsolvingamp160Now more than ever CMOs must inject positive energy and galvanize teams to move forward and express new products and processes through the intersectional language of technology data and storyHowever it is critical that CMOs demonstrate savvy ambition They need to consider the 360degree implication of each new innovation including understanding privacy and security considerations Marketers need to penetrate the quotshiny new objectquot syndrome by asking three key questionsWhat is the most critical problem hindering growthDoes the new tech solve that problemWhat evidence supports customer adoption and at what costAs CMOs answer these questions they need to address some of the key impediments to 21st century economic growth Some of the headwinds were discussedamp160 when CTA CEO and President Gary Shapiro sat down with NASDAQ President and CEO Adena Friedman during the quotGreat Minds The Future of the 21st Century Economyquot sessionMarketing leaders must have a seat at the table during discussions about supplychain management and how the geopolitical landscape will influence decisions on nearshoring and regionalization Those issues relate to production costs gotomarket strategies and the ultimate customer experienceCMOs can no longer wait passively for such decisions to be made by chief operating officers Instead they need to strategically voice how the wrong supplychain decisions can completely derail a customer39s journey and therefore impede growthMarketers must also understand what digital transformation means for their organization It is often tempting to overdefine it or become overly ambitious about its scale of impact CMOs need to push for a simple and clarifying definition Here39s one to considerLastly in the war for tech talent marketing leaders have an opportunity to bolster their employer branding efforts by putting an emphasis on meaning over moneyamp160flexibility over fridges filled with Red Bull and purpose over perksAdvocacyFor the first time in its 56year history CES 2023 had a theme human security for all The organization behind the show the Consumer Technology Association partnered with the World Academy of Art and Science and the United Nations to showcase the critical role of technology in addressing this issueGlobally there is a heightened awareness of the urgency to limit global warming and protect natural resources and biodiversity And at CES we saw many companies making commitments to building sustainable products developing ecologically sound supply chains and slowing emissions They ranged from Austinbased Pivet39s biodegradable phone cases to electric watercraft company Candela unveiling a 28foot electric speedboat to a waterpurification method from the Ukrainian startup Melt Water ClubThere were also innovations that were focused on using biology itself as inspiration for sustainability For example Neoplantsamp160are said to be 30 times more effective in removing indoor air pollutants than a typical house plantThe sustainability angle was evident across every nook and cranny at the show To make sense of the plethora of greencentric introductions the table below categorizes some of the most prominent examples of innovation by its sustainability objective to conserve to adapt or to mitigateVegas has been the home of mesmerizing tech experiences for many decades and many hopped on the ecostory bandwagon for quotgreenquot measure this year As one great Vegas act once reminded us with the rhythmic line quota little less conversation a little more action pleasequot CMOs have the opportunity to turn this sustainability hype into the grit of highperformance that is authentic transparentamp160and highly quantifiableRead Part 2 of this article hereClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Four CES Themes That Show What Every Savvy CMO Needs To Do Next -- Ambition, Advocacy, Alchemy and Acceleration

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Raquelle Zuzarte

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Four CES Themes That Show What Every Savvy CMO Needs To Do Next -- Ambition, Advocacy, Alchemy and Acceleration

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