Most of the articles that talk about the death of the CMO or what the CMO needs to do to survive are missing the point because they are focused too much on whatever new fancy tool is on display today.
In most cases, the conversation revolves too heavily around the tactics and not the strategy.
Here’s the thing, when you focus on tactics you are likely looking at what each marketing tool costs you.
But the thing is, marketing isn’t the tactics you use. And, more importantly, marketing, if done well, isn’t a cost center, it is a profit center.
So you need to make sure you invest in the right marketing ideas.
If not, you are throwing away a lot of money with no benefit.