Business research conducted by the Economist Intelligence Unit has conducted a study to understand the importance that digitization has taken to the world of marketing. If organizations are to indeed digitize, then it is marketers who need to take the lead. Nearly ninety percent of those surveyed felt that excellent customer experiences are developed by top firms. McKinsey reaffirms this by saying that this practice helps in talent management. Whatever image the brand has communicated about itself, needs to be fulfilled using its customer service. Modern organizations put lesser focus on people with great domain knowledge, but more on those who can use relevant data to churn useful information and analysis. This digitization has paved open the path for the CMO to be considered on top of the C- Suite.


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