In this report, we explore how digitization is reshaping the banking CMO’s role, responsibilities, and priorities through exclusive interviews with 10 banking industry CMOs in the US and Canada.
Today’s banking CMOs are redefining their role as digital becomes the default banking channel for customers. With CMOs being responsible for customer retention as well as acquisition, they are seeking to exert influence over more stages of the customer journey.
3 KEY QUESTIONS THIS REPORT WILL ANSWER:
How is digitization reshaping the role of the banking CMO?
What are the top priorities on the agendas of banking CMOs?
What challenges do banking CMOs face in delivering on their top priorities?
WHAT’S IN THIS REPORT? We synthesize exclusive interviews with 10 CMOs at some of the largest and most innovative banks, credit unions, and neobanks in the US and Canada. We provide insights into how CMOs define their roles and responsibilities; how trends are shaping their strategic priorities; and how a changing consumer and competitive environment is changing the CMO role more fundamentally.
KEY STAT: Eighty percent of CMOs believe that they are either entirely responsible for or play a leading role in their organization’s digital business transformation strategy, per a May 2021 Gartner survey—illustrating the increased intertwining of marketing and digital.
Here’s what’s in the full report
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Chief Marketing, Communications, and Digital Officer
Interviewed July 8, 2021
Justin Morcelle
KeyBank
CMO
Interviewed June 24, 2021
Pam Piligian
Navy Federal Credit Union
Senior Vice President, Marketing and Communications
Interviewed June 3, 2021
Ben Stuart
Bank of the West
CMO and Head of Growth and Transformation
Interviewed August 17, 2021
David Thuma
PNC
Executive Vice President and CMO
Interviewed July 21, 2021
Ivan Wicksteed
Aspiration
Chief Growth and Revenue Officer
Interviewed May 26, 2021
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Role of CMOs in Their Company's Digital Business Transformation Strategy According to Marketing Executives in North America and Europe, May 2021 (% of respondents)
Leading Opportunities for Digital Collaboration Between Marketing and IT According to IT and Marketing Professionals Worldwide, April 2020 (% of respondents)
Role of CMOs in Their Company's Digital Business Transformation Strategy According to Marketing Executives in North America and Europe, May 2021 (% of respondents)
Role of CMOs in Their Company's Digital Business Transformation Strategy According to Marketing Executives in North America and Europe, May 2021 (% of respondents)
Leading Opportunities for Digital Collaboration Between Marketing and IT According to IT and Marketing Professionals Worldwide, April 2020 (% of respondents)