The Shifting Role of the Bank CMO
Chief marketing officers are no longer being viewed as brand ambassadors in the traditional sense.
According to a study by the CMO Council and Deloitte, bank CMOs have been increasingly asked by corporate leaders to elevate their activities from beyond advertising and marketing management to more enterprise-wide functions, with responsibilities for growth and the overall customer experience.
Banks are also bringing more CFMPs—Certified Financial Marketing Professionals—into their talent pool, ensuring employees are strong marketers who embrace the significance of profitability and speak the language of the leadership team.
Creative solutions that aren’t driving growth and profitability quickly lose their luster. The bottom line is that the bottom line is driving more of everyone’s decisions. How is it driving yours?