The next three years will be crucial for organisations that have been talking about change and disruption says Victor Milligan, CMO of research firm Forrester, who will be speaking at ADMA Global Forum.
Milligan, an experienced senior marketing executive who held two prior CMO roles before joining Forrester, says: “The speed of ideas, technology and innovation are fast, but the speed of people and organisations are slow. Even though we've spent years talking about change and disruption, in truth, most companies really haven't made deep-rooted fundamental change.”
The time is now for businesses to convert words into action and Milligan sees CMOs playing a crucial role in the process as organisations shift to put the customer first and achieve the holy grail of mass personalisation.
“Most marketing organisations have been built on a desire for supply-side scale. For example, if I can write one email and send it to a million people, I have done something that's economically very good. But from a customer standpoint, I've really done no good,” he says.
Today’s consumers are all looking for “some level of personalisation” which Milligan says has a real impact on scale.
“How do CMOs and their marketing teams deal with the economics of scale in an arena where each human being wants to be treated differently?” he asks.