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Marketing is Banking’s new MVP

As Retail Banking moves from its traditional reliance on physical convenience to digital-first experiences, marketing must step forward into a new leadership role that both defines and communicates the reasons consumers choose a bank.

Paul Kadin | by Munoz Photography The new CMO role for the emerging digital environment is one of orchestration, what might be called a “Chief Alignment Officer.” The role is to develop, guide and coordinate the organization toward one differentiated, branded direction. The role is not without consequences. Bank management must demand results. Management must rethink governance, goals, and measures it uses to determine whether the marketing function is being effective ...

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