It’s arguable that there is no industry where the marketing function is in a greater state of flux than higher education. Elizabeth Scarborough, CEO and Partner of SimpsonScarborough, a leading market research firm used by academic institutions across the U.S., indicates: “Less than two decades ago, marketing within higher education was a service function rather than a strategic function that drives admissions, recruitment, and fundraising. Few institutions had marketers and those that did rarely leveraged the expertise of marketers to help recruit better quality faculty and staff, admit higher quality students, or increase fundraising.” It’s arguable that there is no industry where the marketing function is in a greater state of flux than higher education. Elizabeth Scarborough, CEO and Partner of SimpsonScarborough, a leading market research firm used by academic institutions across the U.S., indicates: “Less than two decades ago, marketing within higher education was a service function rather than a strategic function that drives admissions, recruitment, and fundraising. Few institutions had marketers and those that did rarely leveraged the expertise of marketers to help recruit better quality faculty and staff, admit higher quality students, or increase fundraising.” However, this is changing … fast. I recently spoke at the AMA’s CMO-only event where the rise of the CMO in higher education was chronicled. There is good news and bad news. In the CMO Impact Study, conducted in conjunction with CMO.com, turnover in the CMO position is much lower (and stability is much higher) in higher education institutions relative to their non-higher education counterparts (see below). However, on the flip side, a challenge that CMOs in higher education have to manage is the lack of “customer centricity” within their organizations. In a question regarding the degree to which their organization is “driven by customer needs,” the average CMO in higher education gave a rating of 3.53 versus 4.54 for CMOs in non-higher education organizations (higher rating is better). Although the sample size was small, it provides some directional insight into the benefits (stability) and challenges (lack of customer orientation) that higher education CMOs face. In this article, I share some insight from the AMA conference regarding why higher education institutions need cabinet-level marketers today and what this means for the future of the CMO role in higher education.
Source Forbes - Business http://ift.tt/1GmkURY
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