Bold statement alert: The increasingly referenced role of Chief Listening Officer within large organisations could well be THE breakthrough for companies getting to grips with online, social sales intelligence. The CLO seems to popping up more and more in the opening months of 2011 and as a landmark position, it's importance can not be underestimated in the current content heavy climate. Kodak and Dell have been the front runners thus far but if other companies aren't looking to follow suit then I will quite happily take advice from a dated phrase and offer to eat my hat.
The concept of a CLO is a stroke of genius. Because at the end of the day a sales person's job is to sell. A brand marketers job is to build a brand. And an executives job is to run a company. None of them will have 'exploiting the World Wide Web' as their top priority. Of course they'd happily do so if they could, but time constraints and tight deadlines/targets always mean they will have higher priorities than championing new technology. But stick a CLO into the equation; a traffic controller able to fire off the right knowledge to the right people at the right time and you have an undeniable solution.
The Chief Listening Officer has one priority and that is to listen. No distractions or interferences. They need to be at the forefront of online progression and it is then up to them to determine who within the organisation needs to know what. If a negative campaign is brewing - brand need to know; if a customer is expanding overseas; the sales team should be informed and if a competitor is looking at launching a new product the executive board will probably want to know the details.
The CLO is a symbol that online intelligence is finally being accepted into big corporation's way of thinking. It's a recognition that value taken from online sources can be pivotal. And, it's an area that is only heading one way, and that's up. As breakthroughs go, this is a huge one. If you haven't thought about a CLO yet, then it's time to start listening...
6 comments:
The difference also lies in the target market. It's a factor to consider as well.
Some problems are exploited over the internet immediately. The worst thing is when you put it on social bookmarking websites like Digg.
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He was really a genius. He knew that at the end of the day all their job will always be the same. They need to be at the forefront of online progression and it is then up to them to determine who within the organisations needs.
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