Digital transformation is a fixed, yet fluid reality in our post-pandemic world. Brands are shifting to a digital-first economy where prospects and customers expect genuinely tailored experiences. More than ever, digital-first marketers today are taking on more responsibility for digital transformation, driving business performance and expanding their strategic leadership in their businesses.

In this episode of Reimagine Marketing, Wilson Raj welcomes Christine Moorman, T. Austin Finch, Sr. Professor of Business Administration at The Fuqua School of Business, Duke University where she specializes in marketing. They discuss the findings from the latest CMO Survey – the longest running non-commercial survey for and about the field of marketing – regarding how marketers can leverage their deep knowledge of the customer to help steer their companies during these complex times.

This podcast covers:  

• How the marketing function is transforming – in the context of disruptions and as a result of digital transformation. 
• Changing paradigms and expectations related to marketing investments and marketing metrics and performance. 
• The importance of connecting marketing growth opportunities back to the company’s position and strategy. 
• The future of marketing leadership. 

Here are some of the resources we mentioned during the episode: 

• Experience 2030 Pulse Report: The Acceleration of Digital Engagement, Personalization and Trust 
• Experience 2030 Resources: Learn more about what defines today’s customer experience and how consumers and brands will evolve through the year 2030. 
• Learn more about The CMO Survey 
• From Harvard Business Review: Making the Business Case for your Marketing Budget by Christine Moorman and Jennifer Veenstra 
• Connect with Wilson: LinkedIn | Twitter 
• Connect with Christine: LinkedIn | Twitter  

Check out additional episodes of the Reimagine Marketing podcast series at reimagine-marketing.transistor.fm.  

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About our guests: 

• Wilson Raj is global director of customer intelligence for SAS, responsible for global marketing to establish, evolve and evangelize SAS’ analytics-powered marketing solutions. Raj has held global leadership positions in marketing at Fortune Global 500® companies including Microsoft, Novell. Medtronic, and Philips, and advised C-level executives about digital strategy while at award-winning agencies Publicis Groupe, VML/Young & Rubicam and Wunderman. Raj has been featured in major media publications such as Adweek, CMSWire, CNBC.com, Forbes, InformationWeek, MarTech Advisor, MarketingProfs, ZDNet and more.  
• Christine Moorman is the T. Austin Finch, Sr. Professor of Business Administration at The Fuqua School of Business, Duke University where she specializes in marketing. Professor Moorman is the author of the book, Strategy from the Outside In: Profiting from Customer Value with George S. Day (which was awarded the 2011 Berry Book prize for the best book in the field of marketing) and Strategic Market Management with David A. Aaker. Professor Moorman is the founder and managing director of The CMO Survey where she collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society. Founded in 2008, it is the longest running non-commercial survey for and about the field of marketing. 

A transcript of this episode can be found here.