Marketing Transformation Steps To the Forefront


Fred Landis

January 7, 2016

A few short years ago Gartner predicted CMO IT spend will outstrip the CIO by 2017. As this date looms in another year we are already seeing this come to fruition as organizations invest more heavily in marketing.  

Over the years Capgemini has helped organizations extensively optimize their operational marketing processes. By implementing Integrated Marketing Management (IMM) to financial services, life science and consumer product organizations, CMO’s have an increased stake in generating revenue and not just improving brand value. IMM benefits have shown to decrease time to market for new products and decrease costs along with other operational efficiency benefits.

However the ante has been upped for the CMO to focus on customer acquisition and expansion which requires much closer alignment with the sales organization. This success in increasing return on marketing investment (ROMI) and Sales Cloud transformation solutions are the necessary ingredients to help with marketing transformation as the playing field shifts from operational efficiency to customer acquisition. This is no more evident than for a large, multinational retailer where Capgemini integrated Salesforce (Exact Target) Marketing Cloud with other multiple, customer facing systems. This has provided them with a 360-degree view of all customers across brands, allowed the marketing team to create, execute and track campaign success which proved to be a top line revenue generator. But it does not stop there….with the retailer’s implementation of Service Cloud for knowledge management and live agent interactions, they have the capability to run targeted marketing campaigns based on actual data from service interactions. This closed loop marketing model provides a scalable footprint to improve customer share of wallet, intimacy and loyalty, all revenue drivers that reinforce the mandate for the CMO.

With a leadership position providing Salesforce solutions across numerous sectors and a history of optimizing marketing processes, Capgemini’s 1000+ experienced Salesforce practitioners are well positioned to help enterprises with digital marketing transformation.


This article was written by Fred Landis from CapGemini: Capping IT Off and was legally licensed through the NewsCred publisher network.

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