No matter the size of company nor the level of employee, “more time” is universally the most coveted and seemingly unattainable luxury among business professionals, according to B2B agency gyro's recent survey of U.S. CMOs.
"Cancelled meetings are better than found money," jokes Adryanna Sutherland, Chief Operating Officer, gyro, part of Dentsu Aegis Network. "Maybe that’s not surprising, but it says a lot about today’s business environment."
Customer experience, collaboration and co-creation are also top of mind for CMOs.
The agency suggests marketers explore automated solutions, like artificial intelligence, to improve customer experience and to free up resources. These services give employees back about 85% of their time so "they can focus on what humans do best: collective social intelligence, like creativity, innovation and storytelling," says Max Cheprasov, Chief Automation Officer, Dentsu Aegis Network.
"Where historically, sales, service and even distribution have directly controlled the interactions that define the customer experience, more and more it is now the CMO bringing together all of the functions across an organization to understand and design the ideal interactions that prospects and customers have with a brand,” explains Sutherland.
"From awareness, to acquisition, to post-purchase support, tremendous opportunities are realized when companies not only optimize the experience, but also foster collaboration among all of the functions that come into contact with the customer," Sutherland adds.
The report finds B2B marketers are falling behind their B2C counterparts when it comes to delivering better experiences for their clients.
More from the study can be found here.