Staying relevant. It is a position I have held through my professional career. It’s a position I encourage my staff to hold. It’s a position that every chief marketing officer I have ever talked with holds. The day you lose relevancy in your position is the day you stop being effective.

Key findings of a recent study highlight what haunts all marketing professionals – especially the most senior marketing officers. It is the need to know more. The need to avoid status quo. The need to be successful in a highly dynamic environment.

Thoughts like, “I need to stay current on EVERYTHING marketing” and “current technology” drive the angst of their lives. The top issues that CMOs define that they need education and real understanding now include:
• Staying current in everything marketing related
• Customer behavior changes
• Understanding real ad performance indicators
• How to use AI (artificial intelligence) in marketing decision-making
• What is the metaverse and what does it mean to me?
• Direct marketing with current technology

What is important to acknowledge is that the list never goes away. It is dynamic and grows exponentially faster as time passes. And that is why staying relevant is strategic, disciplined, and consistent. It must be part of your DNA until you reach that point in your career that you consciously decide to end your career.

So where do you tend to turn for current information? Many turn to others who are likely feeling the same thing. Some may be better informed on a few things, but those sources lack consistency and the rigor needed to gain adequate knowledge. It may indeed weaken your position.

Be intentional by making it a point to talk with sources whose purpose is to make sure you succeed and are at the fore of emerging disciplines. People who only care about your success and the success of your organization.

That philosophy should be part of the very fiber of any solid marketing communications organization. For us, it is vital to be subject matter experts and to share current and emerging thoughts, technology, and sustainable trends with the people we serve – to help them succeed.

Work with people dedicated to your success. It makes staying relevant and effective that much easier. Be informed. Be intelligent. Be effective.

Relevancy strike a chord?

Contact me:
Christopher Wise
[email protected]

Until next time, stay wise!