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Why and how the most innovative CMOs will own the contact center


Andrew Kokes, Senior Vice President, Global Head of Marketing. Andrew leads HGS’s global marketing strategy and execution, including product planning, brand positioning and vertically targeted growth activities to support growth through the delivery of innovative Contact Center Outsourcing (CCO) and Business Process Management (BPM) solutions for global organizations.

Article originally published on Forbes Communication Council
Written by Andrew Kokes

Global marketing leader at HGS, CX professional, product promoter, outsourcing innovation fan – with a focus on what’s next.

The role of the chief marketing officer (CMO) continues to evolve. Products and services change, and digital techniques grow ever more powerful, allowing marketers to tie their strategies directly to customer eyeballs, leads and sales conversions through metrics and data analytics. In the digital world we now live in, the CMO is in the driver’s seat with diverse responsibilities, including digital initiatives, social selling and employee ambassadorship, that must be managed across an entire company.

But to succeed in the future, CMOs must fully dedicate their leadership, strategy and operations to the total customer experience. According to Forrester’s predictions for 2021, “Outdated CMOs — those content to run promotions, sales support or media buying teams — won’t be able to hide their lightweight contributions behind the strong returns of a good economy … CMOs [must] step up to be the driver of customer obsession at their firms, or they will cede that role to a chief customer or experience office.”

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