Marketing transformation

Helping unlock the modern mindset of today’s CMO

Marketing is changing rapidly — moving from a traditional focus on channels, products, brands and communications to a focus on experience enabled by data, personalization, real-time touch points and agility. In the age of the customer, the role of Chief Marketing Officer (CMO) has transformed to focus on customer loyalty and data-driven activities that deliver connected, engaging and hyper-personalized experiences at scale. Challenged to identify and prioritize value-driving opportunities, we can help unlock the modern mindset of today's CMO.

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Unlocking Customer Loyalty: How Customer Retention and Trust Drive Business Success

Solutions that can help create value through automation and personalization

Understanding how your customers make loyalty decisions throughout their journey with your brand can help turn loyalty into real growth. PwC’s Customer Loyalty Executive Survey 2023 found a disconnect between how executives and consumers view loyalty. Loyalty is more than just retention. It’s meeting customers throughout their journey to help create lasting, meaningful relationships. As choices for products and services proliferate, marketing leaders should find new ways to create more immersive tech-enabled personalized experiences that can deliver targeted preferences. 

PwC’s marketing transformation team can help you unlock the customer loyalty mindset by offering:

  1. Customer research and insights - Obtain a deep understanding of your customers’ preferences, behaviors and expectations so you can design an experience that can align with their values and anticipate their needs.
  2. Customer engagement strategy - Develop customer-centric strategies that can help deepen the relationship between customers and the brand through elements such as experiential loyalty and personalization.
  3. Data-driven customer experience design - Use data and insights to help create seamless customer journeys throughout the customer lifecycle.
  4. Personalized marketing activation - Activate 1:1 communications with customers through the right channels, with the right message and at the right time.
  5. Loyalty program strategy and design - Deliver and design loyalty programs with compelling value exchange propositions that can help drive loyalty, advocacy and engagement.

Finding new ways to improve processes quicker, cut costs and refocus investments for growth can be more critical than ever. Fit for Growth solutions are proven models that can allow you to cut costs quicker and create value by reconstructing your business model and embedding digital technologies to help accelerate outcomes. Leveraging digital value acceleration, companies can rethink their value chain, operating models, structures and relationships with customers to help realize results.

Marketing Fit for Growth solutions can help organizations cut costs and create value by:

  1. Modernizing the marketing function with end-to-end transformation of the marketing operating model and enabling capabilities to help drive a step change in effectiveness and efficiency through becoming data-driven, digitally-native and agile.
  2. Driving growth and enhancing investment by applying strategic rigor and advanced analytics to marketing investments across the funnel of decision making from strategic resource allocation, to consumer lifetime value and tactical media placement.
  3. Activating consumer experiences by enabling the activation of integrated and personalized consumer experiences underpinned by scalable MarTech, Data and Analytics platforms.

Technology underpins every aspect of marketing today. The right martech and adtech investments can enhance customer experience, help generate predictive analytics, increase output and help galvanize business growth. Demonstrating these results can be more critical than ever for a CMO, especially in a budget-scarce environment.

Our research shows that less than half of CMOs plan tech investments in 2023. As organizations try to figure out how to help increase ROI on existing martech/adtech investments, they can enter a period of inactivity that often prevents forward momentum. To be a lean and efficient marketing organization, it’s important to have the right technology.

We can help clients assess their needs and recommend the right technology so we can match them where they are. We help create an activation layer that can bring technology solutions to life with four key capabilities:

  • MarTech placement: Holistically assess customer experience management capability maturity and gaps through priority use cases
  • MarTech transformation: Develop the vision, operations, and roadmap for deploying a leading CX management infrastructure and program assessing industry and market dynamics to determine what can help drive value for the organization
  • MarTech selection: Assess MarTech vendor landscape against capability gaps, desired use cases, and requirements so they can determine and select the appropriate vendors and technologies to deliver against business and functional requirements
  • MarTech implementation: Strategic oversight, project management and implementation delivery of marketing technology, data models, and systems integrations to key data sources and technologies

Marketing leaders are often charged with building a robust customer attraction strategy — one that can help create deeper bonds with consumers and can turn loyalty into a growth engine. Companies can organize themselves to help create stronger customer attraction strategies.

What technology solutions can help with marketing transformation?

Our alliance relationships combine powerful technology with PwC’s industry and business know-how to create industry-leading solutions—with decreased disruption and an increasing impact. Our ecosystem of innovative alliance collaborators and our strategic business relationships with marketing technology vendors include the industry leaders in the business.


As an Adobe Gold Partner, we help turn customer trust into sustainable business outcomes. PwC’s digital transformation approach, coupled with Adobe Experience Cloud enables CMOs, Chief Data and Analytics Officers, customer-driven executives and their networks to craft innovative brand activations, help deliver memorable experiences, improve marketing operations and increase ROI.

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Unite your marketing, sales, commerce, service and IT teams on one platform. PwC and Salesforce can help grow and protect your highly valued asset, your customer.

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Watch the replay of PwC's Customer Connections webcast

Attract to amaze: Evolving customer experience in an AI-driven world

Contact us

Jon Glick

Principal, Customer Transformation and Loyalty, PwC US


John Rolston

Customer Transformation and Loyalty Partner, PwC US


Derek Baker

Principal, Marketing Transformation, PwC US


Tom Birtwhistle

Marketing Transformation Partner, PwC US


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