{"id":59064,"date":"2025-03-26T20:33:22","date_gmt":"2025-03-26T13:33:22","guid":{"rendered":"https:\/\/www.saokim.com.vn\/en\/?p=59064"},"modified":"2025-03-26T20:33:23","modified_gmt":"2025-03-26T13:33:23","slug":"vai-tro-cmo-trong-doanh-nghiep","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/en\/cam-nang\/vai-tro-cmo-trong-doanh-nghiep\/","title":{"rendered":"Vai tr\u00f2 c\u1ee7a CMO trong chuy\u1ec3n \u0111\u1ed5i v\u0103n h\u00f3a doanh nghi\u1ec7p"},"content":{"rendered":"\n<p>Vai tr\u00f2 c\u1ee7a <strong>CMO (Chief Marketing Officer)<\/strong> \u0111\u00e3 m\u1edf r\u1ed9ng t\u1eeb ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng sang <strong>chi\u1ebfn l\u01b0\u1ee3c, v\u0103n h\u00f3a v\u00e0 chuy\u1ec3n \u0111\u1ed5i s\u1ed1<\/strong>. CMO kh\u00f4ng ch\u1ec9 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u m\u00e0 c\u00f2n k\u1ebft n\u1ed1i ph\u00f2ng ban, \u0111\u1ea1i di\u1ec7n ti\u1ebfng n\u00f3i kh\u00e1ch h\u00e0ng v\u00e0 th\u00fac \u0111\u1ea9y \u0111\u1ed5i m\u1edbi. <\/p>\n\n\n\n<p>\u0110\u1ec3 th\u00e0nh c\u00f4ng, h\u1ecd ph\u1ea3i v\u01b0\u1ee3t qua th\u00e1ch th\u1ee9c n\u1ed9i b\u1ed9, c\u00e2n b\u1eb1ng s\u00e1ng t\u1ea1o v\u1edbi tu\u00e2n th\u1ee7 v\u00e0 ch\u1ee9ng minh gi\u00e1 tr\u1ecb marketing \u0111\u1ed1i v\u1edbi doanh thu. V\u1eady CMO c\u1ea7n l\u00e0m g\u00ec \u0111\u1ec3 t\u1ea1o ra t\u00e1c \u0111\u1ed9ng th\u1ef1c s\u1ef1? C\u00f9ng kh\u00e1m ph\u00e1 trong b\u00e0i vi\u1ebft n\u00e0y.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/www.saokim.com.vn\/en\/wp-content\/uploads\/2025\/03\/vai-tro-cua-CMO-trong-chuyen-doi-van-hoa-doanh-nghiep.jpg\" alt=\"Vai tr\u00f2 c\u1ee7a CMO trong chuy\u1ec3n \u0111\u1ed5i v\u0103n ho\u00e1 doanh nghi\u1ec7p \" class=\"wp-image-59066\" srcset=\"https:\/\/www.saokim.com.vn\/en\/wp-content\/uploads\/2025\/03\/vai-tro-cua-CMO-trong-chuyen-doi-van-hoa-doanh-nghiep.jpg 1200w, https:\/\/www.saokim.com.vn\/en\/wp-content\/uploads\/2025\/03\/vai-tro-cua-CMO-trong-chuyen-doi-van-hoa-doanh-nghiep-300x157.jpg 300w, https:\/\/www.saokim.com.vn\/en\/wp-content\/uploads\/2025\/03\/vai-tro-cua-CMO-trong-chuyen-doi-van-hoa-doanh-nghiep-768x402.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">1. Vai tr\u00f2 m\u1edf r\u1ed9ng c\u1ee7a CMO: t\u1eeb ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng \u0111\u1ebfn ki\u1ebfn t\u1ea1o chi\u1ebfn l\u01b0\u1ee3c v\u00e0 v\u0103n h\u00f3a doanh nghi\u1ec7p<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1.1. CMO: t\u1eeb nh\u00e0 ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng \u0111\u1ebfn ki\u1ebfn tr\u00fac s\u01b0 chi\u1ebfn l\u01b0\u1ee3c to\u00e0n di\u1ec7n<\/h3>\n\n\n\n<p>Trong b\u1ed1i c\u1ea3nh kinh doanh hi\u1ec7n \u0111\u1ea1i, vai tr\u00f2 c\u1ee7a <strong>CMO (Chief Marketing Officer)<\/strong> \u0111\u00e3 m\u1edf r\u1ed9ng \u0111\u00e1ng k\u1ec3, v\u01b0\u1ee3t xa khu\u00f4n kh\u1ed5 c\u1ee7a qu\u1ea3ng b\u00e1 v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n th\u1ed1ng. Ng\u00e0y nay, CMO l\u00e0 trung t\u00e2m k\u1ebft n\u1ed1i gi\u1eefa <strong>chi\u1ebfn l\u01b0\u1ee3c, c\u00f4ng ngh\u1ec7, d\u1eef li\u1ec7u v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/strong>, \u0111\u00f3ng vai tr\u00f2 ch\u1ee7 ch\u1ed1t trong vi\u1ec7c \u0111\u1ecbnh h\u01b0\u1edbng v\u00e0 chuy\u1ec3n \u0111\u1ed5i doanh nghi\u1ec7p.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1.2. CMO v\u00e0 s\u1ef1 k\u1ebft n\u1ed1i gi\u1eefa v\u0103n h\u00f3a doanh nghi\u1ec7p v\u00e0 th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n\n\n\n<p>V\u0103n h\u00f3a doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 l\u00e0 nhi\u1ec7m v\u1ee5 c\u1ee7a <strong>b\u1ed9 ph\u1eadn nh\u00e2n s\u1ef1 (HR)<\/strong> m\u00e0 c\u00f2n l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 quan tr\u1ecdng trong chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u, gi\u00fap doanh nghi\u1ec7p t\u1ea1o n\u00ean b\u1ea3n s\u1eafc ri\u00eang bi\u1ec7t gi\u1eefa th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh. CMO h\u1ee3p t\u00e1c ch\u1eb7t ch\u1ebd v\u1edbi <strong>CHRO (Chief Human Resources Officer)<\/strong> \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng nh\u1eefng gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n trong ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng m\u00e0 c\u00f2n \u0103n s\u00e2u v\u00e0o t\u01b0 duy v\u00e0 h\u00e0nh \u0111\u1ed9ng c\u1ee7a \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1.3. CMO \u2013 ng\u01b0\u1eddi d\u1eabn d\u1eaft chuy\u1ec3n \u0111\u1ed5i v\u0103n h\u00f3a v\u00e0 k\u1ef9 thu\u1eadt s\u1ed1<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ng\u01b0\u1eddi truy\u1ec1n c\u1ea3m h\u1ee9ng &amp; d\u1eabn d\u1eaft thay \u0111\u1ed5i:<\/strong> CMO kh\u00f4ng ch\u1ec9 th\u1ef1c thi chi\u1ebfn l\u01b0\u1ee3c marketing m\u00e0 c\u00f2n ti\u00ean phong trong <strong>chuy\u1ec3n \u0111\u1ed5i k\u1ef9 thu\u1eadt s\u1ed1<\/strong>, x\u00e2y d\u1ef1ng m\u1ed9t v\u0103n h\u00f3a doanh nghi\u1ec7p c\u1edfi m\u1edf, s\u00e1ng t\u1ea1o v\u00e0 g\u1eafn k\u1ebft.<\/li>\n\n\n\n<li><strong>C\u1ea7u n\u1ed1i gi\u1eefa c\u00e1c ph\u00f2ng ban:<\/strong> Thay v\u00ec \u0111\u1ec3 c\u00e1c b\u1ed9 ph\u1eadn ho\u1ea1t \u0111\u1ed9ng ri\u00eang l\u1ebb, CMO ph\u00e1 v\u1ee1 r\u00e0o c\u1ea3n gi\u1eefa <strong>marketing, IT, HR v\u00e0 chi\u1ebfn l\u01b0\u1ee3c t\u1ed5ng th\u1ec3<\/strong>, \u0111\u1ea3m b\u1ea3o r\u1eb1ng m\u1ecdi quy\u1ebft \u0111\u1ecbnh \u0111\u1ec1u h\u01b0\u1edbng \u0111\u1ebfn m\u1ed9t t\u1ea7m nh\u00ecn chung.<\/li>\n\n\n\n<li><strong>Ti\u1ebfng n\u00f3i c\u1ee7a kh\u00e1ch h\u00e0ng:<\/strong> CMO \u0111\u00f3ng vai tr\u00f2 l\u00e0 ng\u01b0\u1eddi l\u1eafng nghe v\u00e0 di\u1ec5n gi\u1ea3i nhu c\u1ea7u, mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng, gi\u00fap doanh nghi\u1ec7p kh\u00f4ng ng\u1eebng t\u1ed1i \u01b0u h\u00f3a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u0111\u1ec3 chinh ph\u1ee5c th\u1ecb tr\u01b0\u1eddng.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">1.4. CMO \u2013 s\u1ef1 c\u00e2n b\u1eb1ng gi\u1eefa s\u00e1ng t\u1ea1o v\u00e0 c\u1ea5u tr\u00fac<\/h3>\n\n\n\n<p>Marketing \u0111\u00f2i h\u1ecfi <strong>s\u1ef1 \u0111\u1ed5i m\u1edbi v\u00e0 s\u00e1ng t\u1ea1o<\/strong>, trong khi <strong>HR \u0111\u1ec1 cao quy tr\u00ecnh v\u00e0 t\u00ednh tu\u00e2n th\u1ee7<\/strong>. CMO ch\u00ednh l\u00e0 ng\u01b0\u1eddi k\u1ebft n\u1ed1i hai y\u1ebfu t\u1ed1 n\u00e0y, \u0111\u1ea3m b\u1ea3o r\u1eb1ng s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng t\u00e1ch r\u1eddi kh\u1ecfi con ng\u01b0\u1eddi v\u00e0 v\u0103n h\u00f3a t\u1ed5 ch\u1ee9c.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1.5. CMO \u2013 \u0111\u1ea1i s\u1ee9 v\u0103n h\u00f3a doanh nghi\u1ec7p<\/h3>\n\n\n\n<p>H\u01a1n c\u1ea3 m\u1ed9t nh\u00e0 ti\u1ebfp th\u1ecb, CMO l\u00e0 ng\u01b0\u1eddi <strong>hi\u1ec3u s\u00e2u s\u1eafc v\u0103n h\u00f3a doanh nghi\u1ec7p, n\u1eafm b\u1eaft xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng v\u00e0 k\u1ebft n\u1ed1i v\u1edbi nh\u1eefng \u0111\u1ed9ng l\u1ef1c n\u1ed9i t\u1ea1i c\u1ee7a t\u1ed5 ch\u1ee9c<\/strong>. M\u1ed9t CMO xu\u1ea5t s\u1eafc kh\u00f4ng ch\u1ec9 th\u00edch nghi v\u1edbi s\u1ef1 thay \u0111\u1ed5i m\u00e0 c\u00f2n ch\u1ee7 \u0111\u1ed9ng t\u1ea1o ra n\u00f3, th\u1ec3 hi\u1ec7n s\u1ef1 linh ho\u1ea1t trong l\u00e3nh \u0111\u1ea1o, \u0111\u00f4i khi d\u00e1m b\u1ed9c l\u1ed9 s\u1ef1 d\u1ec5 b\u1ecb t\u1ed5n th\u01b0\u01a1ng \u0111\u1ec3 x\u00e2y d\u1ef1ng s\u1ef1 k\u1ebft n\u1ed1i ch\u00e2n th\u00e0nh v\u1edbi \u0111\u1ed9i ng\u0169 c\u1ee7a m\u00ecnh.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. CMO l\u00e0 ki\u1ebfn tr\u00fac s\u01b0 v\u0103n h\u00f3a (Culture Architect) trong truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">2.1. Vai tr\u00f2 c\u1ee7a CMO trong x\u00e2y d\u1ef1ng v\u0103n h\u00f3a doanh nghi\u1ec7p<\/h3>\n\n\n\n<p>Trong b\u1ed1i c\u1ea3nh doanh nghi\u1ec7p hi\u1ec7n \u0111\u1ea1i, <strong>CMO (Chief Marketing Officer)<\/strong> kh\u00f4ng ch\u1ec9 t\u1eadp trung v\u00e0o c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing b\u00ean ngo\u00e0i m\u00e0 c\u00f2n gi\u1eef vai tr\u00f2 <strong>ki\u1ebfn tr\u00fac s\u01b0 v\u0103n h\u00f3a (Culture Architect)<\/strong> trong truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 CMO c\u00f3 tr\u00e1ch nhi\u1ec7m x\u00e2y d\u1ef1ng, c\u1ee7ng c\u1ed1 v\u00e0 lan t\u1ecfa v\u0103n h\u00f3a doanh nghi\u1ec7p t\u1eeb b\u00ean trong, gi\u00fap t\u1ed5 ch\u1ee9c duy tr\u00ec m\u1ed9t b\u1ea3n s\u1eafc m\u1ea1nh m\u1ebd v\u00e0 g\u1eafn k\u1ebft nh\u00e2n vi\u00ean v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2.2. CMO v\u00e0 s\u1ef1 h\u1ee3p t\u00e1c v\u1edbi CHRO trong truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9<\/h3>\n\n\n\n<p>M\u1ed9t doanh nghi\u1ec7p kh\u00f4ng th\u1ec3 c\u00f3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh n\u1ebfu thi\u1ebfu m\u1ed9t n\u1ec1n t\u1ea3ng v\u0103n h\u00f3a v\u1eefng ch\u1eafc. Do \u0111\u00f3, <strong>CMO h\u1ee3p t\u00e1c ch\u1eb7t ch\u1ebd v\u1edbi CHRO (Chief Human Resources Officer)<\/strong> \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>C\u00e2u chuy\u1ec7n n\u1ed9i b\u1ed9 c\u1ee7a c\u00f4ng ty ph\u1ea3n \u00e1nh \u0111\u00fang <strong>gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i v\u00e0 s\u1ee9 m\u1ec7nh th\u01b0\u01a1ng hi\u1ec7u<\/strong>.<\/li>\n\n\n\n<li>Th\u00f4ng \u0111i\u1ec7p truy\u1ec1n t\u1ea3i \u0111\u1ebfn nh\u00e2n vi\u00ean mang t\u00ednh <strong>th\u1ed1ng nh\u1ea5t, truy\u1ec1n c\u1ea3m h\u1ee9ng v\u00e0 g\u1eafn k\u1ebft<\/strong>.<\/li>\n\n\n\n<li>V\u0103n h\u00f3a doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u00ecnh m\u00e0 c\u00f2n \u0111\u01b0\u1ee3c duy tr\u00ec m\u1ed9t c\u00e1ch nh\u1ea5t qu\u00e1n trong to\u00e0n t\u1ed5 ch\u1ee9c.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2.3. CMO \u0111\u1ecbnh h\u00ecnh truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 \u0111\u1ec3 n\u00e2ng cao s\u1ef1 g\u1eafn k\u1ebft<\/h3>\n\n\n\n<p>CMO \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c <strong>\u0111\u1ecbnh h\u01b0\u1edbng c\u00e1ch truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 ph\u1ea3n \u00e1nh th\u01b0\u01a1ng hi\u1ec7u<\/strong>, gi\u00fap nh\u00e2n vi\u00ean hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>M\u1ee5c ti\u00eau chung c\u1ee7a c\u00f4ng ty.<\/li>\n\n\n\n<li>Vai tr\u00f2 c\u1ee7a h\u1ecd trong s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a doanh nghi\u1ec7p.<\/li>\n\n\n\n<li>Gi\u00e1 tr\u1ecb m\u00e0 h\u1ecd c\u00f3 th\u1ec3 \u0111\u00f3ng g\u00f3p \u0111\u1ec3 c\u00f9ng c\u00f4ng ty \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng.<\/li>\n<\/ul>\n\n\n\n<p>Khi v\u0103n h\u00f3a doanh nghi\u1ec7p \u0111\u01b0\u1ee3c truy\u1ec1n t\u1ea3i m\u1ed9t c\u00e1ch s\u1ed1ng \u0111\u1ed9ng, nh\u00e2n vi\u00ean s\u1ebd c\u00f3 s\u1ef1 <strong>t\u1ef1 h\u00e0o, g\u1eafn k\u1ebft v\u00e0 s\u1eb5n s\u00e0ng tr\u1edf th\u00e0nh \u0111\u1ea1i s\u1ee9 th\u01b0\u01a1ng hi\u1ec7u<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2.4. \u1ee8ng d\u1ee5ng th\u1ef1c ti\u1ec5n: CMO trong truy\u1ec1n th\u00f4ng v\u0103n h\u00f3a n\u1ed9i b\u1ed9<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">2.4.1. D\u1eabn d\u1eaft c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9<\/h4>\n\n\n\n<p>CMO c\u00f3 th\u1ec3 tri\u1ec3n khai nhi\u1ec1u chi\u1ebfn d\u1ecbch kh\u00e1c nhau \u0111\u1ec3 c\u1ee7ng c\u1ed1 v\u0103n h\u00f3a doanh nghi\u1ec7p, bao g\u1ed3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Chia s\u1ebb c\u00e2u chuy\u1ec7n th\u00e0nh c\u00f4ng c\u1ee7a nh\u00e2n vi\u00ean<\/strong> \u0111\u1ec3 t\u1ea1o \u0111\u1ed9ng l\u1ef1c v\u00e0 x\u00e2y d\u1ef1ng s\u1ef1 k\u1ebft n\u1ed1i.<\/li>\n\n\n\n<li><strong>T\u1ed5 ch\u1ee9c c\u00e1c bu\u1ed5i \u0111\u1ed1i tho\u1ea1i v\u1ec1 gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a c\u00f4ng ty<\/strong>, gi\u00fap nh\u00e2n vi\u00ean hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 s\u1ee9 m\u1ec7nh v\u00e0 t\u1ea7m nh\u00ecn chung.<\/li>\n\n\n\n<li><strong>Ph\u00e1t \u0111\u1ed9ng c\u00e1c phong tr\u00e0o thi \u0111ua n\u1ed9i b\u1ed9<\/strong> nh\u1eb1m th\u00fac \u0111\u1ea9y c\u00e1c h\u00e0nh vi t\u00edch c\u1ef1c ph\u00f9 h\u1ee3p v\u1edbi v\u0103n h\u00f3a c\u00f4ng ty.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">2.4.2. S\u1eed d\u1ee5ng \u0111a d\u1ea1ng k\u00eanh truy\u1ec1n th\u00f4ng \u0111\u1ec3 lan t\u1ecfa v\u0103n h\u00f3a<\/h4>\n\n\n\n<p>\u0110\u1ec3 \u0111\u1ea3m b\u1ea3o th\u00f4ng \u0111i\u1ec7p \u0111\u01b0\u1ee3c lan t\u1ecfa r\u1ed9ng r\u00e3i v\u00e0 hi\u1ec7u qu\u1ea3, CMO c\u00f3 th\u1ec3 khai th\u00e1c nhi\u1ec1u k\u00eanh truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 nh\u01b0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Email n\u1ed9i b\u1ed9 v\u00e0 b\u1ea3n tin c\u00f4ng ty<\/strong>: c\u1eadp nh\u1eadt th\u00f4ng tin v\u00e0 truy\u1ec1n t\u1ea3i c\u00e1c gi\u00e1 tr\u1ecb v\u0103n h\u00f3a.<\/li>\n\n\n\n<li><strong>M\u1ea1ng x\u00e3 h\u1ed9i n\u1ed9i b\u1ed9<\/strong>: t\u1ea1o kh\u00f4ng gian t\u01b0\u01a1ng t\u00e1c, chia s\u1ebb c\u00e2u chuy\u1ec7n v\u00e0 lan t\u1ecfa tinh th\u1ea7n doanh nghi\u1ec7p.<\/li>\n\n\n\n<li><strong>C\u00e1c s\u1ef1 ki\u1ec7n tr\u1ef1c ti\u1ebfp<\/strong>: h\u1ed9i th\u1ea3o, ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o v\u00e0 ho\u1ea1t \u0111\u1ed9ng g\u1eafn k\u1ebft \u0111\u1ed9i nh\u00f3m nh\u1eb1m c\u1ee7ng c\u1ed1 s\u1ef1 k\u1ebft n\u1ed1i gi\u1eefa nh\u00e2n vi\u00ean.<\/li>\n<\/ul>\n\n\n\n<p>CMO kh\u00f4ng ch\u1ec9 l\u00e0 ng\u01b0\u1eddi x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u b\u00ean ngo\u00e0i m\u00e0 c\u00f2n l\u00e0 <strong>ki\u1ebfn tr\u00fac s\u01b0 v\u0103n h\u00f3a<\/strong>, \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c truy\u1ec1n t\u1ea3i v\u00e0 duy tr\u00ec b\u1ea3n s\u1eafc doanh nghi\u1ec7p t\u1eeb b\u00ean trong. B\u1eb1ng c\u00e1ch <strong>k\u1ebft h\u1ee3p ch\u1eb7t ch\u1ebd v\u1edbi CHRO<\/strong>, \u0111\u1ecbnh h\u00ecnh chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 v\u00e0 ph\u00e1t huy t\u1ed1i \u0111a s\u1ee9c m\u1ea1nh c\u1ee7a c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng, CMO g\u00f3p ph\u1ea7n t\u1ea1o ra m\u1ed9t m\u00f4i tr\u01b0\u1eddng l\u00e0m vi\u1ec7c n\u01a1i nh\u00e2n vi\u00ean kh\u00f4ng ch\u1ec9 l\u00e0m vi\u1ec7c m\u00e0 c\u00f2n <strong>s\u1ed1ng c\u00f9ng th\u01b0\u01a1ng hi\u1ec7u<\/strong>, s\u1eb5n s\u00e0ng \u0111\u1ed3ng h\u00e0nh v\u00e0 ph\u00e1t tri\u1ec3n c\u00f9ng doanh nghi\u1ec7p.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. CMO th\u00fac \u0111\u1ea9y g\u1eafn k\u1ebft th\u01b0\u01a1ng hi\u1ec7u nh\u00e0 tuy\u1ec3n d\u1ee5ng (Employer Branding) v\u1edbi v\u0103n h\u00f3a n\u1ed9i b\u1ed9<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">3.1. Vai tr\u00f2 c\u1ee7a CMO trong k\u1ebft n\u1ed1i th\u01b0\u01a1ng hi\u1ec7u nh\u00e0 tuy\u1ec3n d\u1ee5ng v\u1edbi v\u0103n h\u00f3a n\u1ed9i b\u1ed9<\/h3>\n\n\n\n<p>Trong m\u00f4i tr\u01b0\u1eddng kinh doanh hi\u1ec7n \u0111\u1ea1i, th\u01b0\u01a1ng hi\u1ec7u nh\u00e0 tuy\u1ec3n d\u1ee5ng (<strong>Employer Branding<\/strong>) kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c thu h\u00fat nh\u00e2n t\u00e0i m\u00e0 c\u00f2n l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 then ch\u1ed1t trong vi\u1ec7c <strong>duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n v\u0103n h\u00f3a doanh nghi\u1ec7p<\/strong>. <strong>CMO (Chief Marketing Officer)<\/strong> \u0111\u00f3ng vai tr\u00f2 c\u1ea7u n\u1ed1i, \u0111\u1ea3m b\u1ea3o r\u1eb1ng <strong>h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u b\u00ean ngo\u00e0i ph\u1ea3n \u00e1nh \u0111\u00fang v\u0103n h\u00f3a n\u1ed9i b\u1ed9<\/strong>, t\u1eeb \u0111\u00f3 t\u1ea1o ra s\u1ef1 th\u1ed1ng nh\u1ea5t v\u00e0 uy t\u00edn trong m\u1eaft \u1ee9ng vi\u00ean l\u1eabn nh\u00e2n vi\u00ean hi\u1ec7n t\u1ea1i.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3.2. CMO \u0111\u1ea3m b\u1ea3o t\u00ednh nh\u1ea5t qu\u00e1n gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 v\u0103n h\u00f3a doanh nghi\u1ec7p<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CMO ch\u1ecbu tr\u00e1ch nhi\u1ec7m <strong>\u0111\u1ecbnh h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u nh\u00e0 tuy\u1ec3n d\u1ee5ng<\/strong>, \u0111\u1ea3m b\u1ea3o r\u1eb1ng h\u00ecnh \u1ea3nh c\u00f4ng ty \u0111\u01b0\u1ee3c truy\u1ec1n t\u1ea3i ra b\u00ean ngo\u00e0i ho\u00e0n to\u00e0n ph\u00f9 h\u1ee3p v\u1edbi <strong>gi\u00e1 tr\u1ecb v\u00e0 v\u0103n h\u00f3a n\u1ed9i b\u1ed9<\/strong>.<\/li>\n\n\n\n<li>Trong b\u1ed1i c\u1ea3nh c\u1ea1nh tranh nh\u00e2n l\u1ef1c gay g\u1eaft, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u nh\u00e0 tuy\u1ec3n d\u1ee5ng m\u1ea1nh kh\u00f4ng ch\u1ec9 gi\u00fap c\u00f4ng ty <strong>thu h\u00fat \u1ee9ng vi\u00ean ti\u1ec1m n\u0103ng<\/strong> m\u00e0 c\u00f2n l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ec3 <strong>gi\u1eef ch\u00e2n nh\u00e2n s\u1ef1 t\u00e0i n\u0103ng<\/strong>.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3.3. CMO x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh c\u00f4ng ty l\u00e0 n\u01a1i l\u00e0m vi\u1ec7c l\u00fd t\u01b0\u1edfng<\/h3>\n\n\n\n<p>M\u1ed9t doanh nghi\u1ec7p h\u1ea5p d\u1eabn kh\u00f4ng ch\u1ec9 nh\u1edd <strong>ch\u00ednh s\u00e1ch \u0111\u00e3i ng\u1ed9 t\u1ed1t<\/strong>, m\u00e0 c\u00f2n b\u1edfi <strong>m\u00f4i tr\u01b0\u1eddng l\u00e0m vi\u1ec7c t\u00edch c\u1ef1c, v\u0103n h\u00f3a g\u1eafn k\u1ebft v\u00e0 c\u01a1 h\u1ed9i ph\u00e1t tri\u1ec3n<\/strong>. CMO c\u1ea7n:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Th\u1ea5u hi\u1ec3u nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 nh\u00e2n vi\u00ean coi tr\u1ecdng<\/strong>, t\u1eeb \u0111\u00f3 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p ch\u00e2n th\u1ef1c v\u1ec1 m\u00f4i tr\u01b0\u1eddng l\u00e0m vi\u1ec7c.<\/li>\n\n\n\n<li>X\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh <strong>m\u1ed9t n\u01a1i l\u00e0m vi\u1ec7c \u0111\u00e1ng m\u01a1 \u01b0\u1edbc<\/strong>, n\u01a1i nh\u00e2n vi\u00ean kh\u00f4ng ch\u1ec9 c\u1ed1ng hi\u1ebfn m\u00e0 c\u00f2n t\u00ecm th\u1ea5y ni\u1ec1m vui v\u00e0 \u00fd ngh\u0129a trong c\u00f4ng vi\u1ec7c.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3.4. \u1ee8ng d\u1ee5ng th\u1ef1c ti\u1ec5n: CMO trong chi\u1ebfn l\u01b0\u1ee3c employer branding<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">3.4.1. X\u00e2y d\u1ef1ng chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng v\u1ec1 v\u0103n h\u00f3a doanh nghi\u1ec7p<\/h4>\n\n\n\n<p>CMO c\u00f3 th\u1ec3 tri\u1ec3n khai c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i v\u00e0 c\u00e1c k\u00eanh tuy\u1ec3n d\u1ee5ng \u0111\u1ec3 lan t\u1ecfa v\u0103n h\u00f3a doanh nghi\u1ec7p, bao g\u1ed3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Chia s\u1ebb c\u00e2u chuy\u1ec7n c\u1ee7a nh\u00e2n vi\u00ean<\/strong>: Nh\u1eefng tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf gi\u00fap \u1ee9ng vi\u00ean c\u1ea3m nh\u1eadn ch\u00e2n th\u1ef1c v\u1ec1 m\u00f4i tr\u01b0\u1eddng l\u00e0m vi\u1ec7c.<\/li>\n\n\n\n<li><strong>Gi\u1edbi thi\u1ec7u c\u00e1c ho\u1ea1t \u0111\u1ed9ng n\u1ed9i b\u1ed9<\/strong>: C\u00e1c s\u1ef1 ki\u1ec7n, v\u0103n h\u00f3a c\u00f4ng ty, quy\u1ec1n l\u1ee3i v\u00e0 c\u01a1 h\u1ed9i ph\u00e1t tri\u1ec3n.<\/li>\n\n\n\n<li><strong>T\u1eadn d\u1ee5ng h\u00ecnh \u1ea3nh v\u00e0 video<\/strong>: H\u00ecnh \u1ea3nh tr\u1ef1c quan v\u1ec1 v\u0103n ph\u00f2ng, ho\u1ea1t \u0111\u1ed9ng nh\u00f3m, s\u1ef1 ki\u1ec7n n\u1ed9i b\u1ed9 gi\u00fap x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u00e0 c\u1ea3m h\u1ee9ng.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>3.4.2. T\u1ed5 ch\u1ee9c s\u1ef1 ki\u1ec7n n\u1ed9i b\u1ed9 \u0111<\/strong>\u1ec3<strong> t\u0103ng c\u01b0\u1eddng s\u1ef1 g\u1eafn k\u1ebft<\/strong><\/h4>\n\n\n\n<p>CMO c\u00f3 th\u1ec3 d\u1eabn d\u1eaft c\u00e1c ho\u1ea1t \u0111\u1ed9ng n\u1ed9i b\u1ed9 nh\u1eb1m n\u00e2ng cao tinh th\u1ea7n \u0111o\u00e0n k\u1ebft v\u00e0 t\u0103ng c\u01b0\u1eddng tr\u1ea3i nghi\u1ec7m nh\u00e2n vi\u00ean, ch\u1eb3ng h\u1ea1n nh\u01b0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>C\u00e1c bu\u1ed5i team-building<\/strong>: T\u1ea1o c\u01a1 h\u1ed9i giao l\u01b0u, t\u0103ng s\u1ef1 g\u1eafn k\u1ebft gi\u1eefa c\u00e1c b\u1ed9 ph\u1eadn.<\/li>\n\n\n\n<li><strong>Ho\u1ea1t \u0111\u1ed9ng thi\u1ec7n nguy\u1ec7n<\/strong>: X\u00e2y d\u1ef1ng v\u0103n h\u00f3a tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i, th\u00fac \u0111\u1ea9y tinh th\u1ea7n \u0111\u1ed3ng \u0111\u1ed9i.<\/li>\n\n\n\n<li><strong>Ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o &amp; ph\u00e1t tri\u1ec3n k\u1ef9 n\u0103ng<\/strong>: Gi\u00fap nh\u00e2n vi\u00ean ph\u00e1t tri\u1ec3n b\u1ea3n th\u00e2n, t\u1ea1o \u0111\u1ed9ng l\u1ef1c \u0111\u1ec3 g\u1eafn b\u00f3 l\u00e2u d\u00e0i.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">4. CMO \u2013 c\u1ea7u n\u1ed1i gi\u1eefa c\u00e1c ph\u00f2ng ban, ph\u00e1 v\u1ee1 r\u00e0o c\u1ea3n silo<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">4.1. Vai tr\u00f2 c\u1ee7a CMO trong k\u1ebft n\u1ed1i n\u1ed9i b\u1ed9 doanh nghi\u1ec7p<\/h3>\n\n\n\n<p>Trong m\u1ed9t t\u1ed5 ch\u1ee9c hi\u1ec7n \u0111\u1ea1i, <strong>CMO (Chief Marketing Officer)<\/strong> kh\u00f4ng c\u00f2n ho\u1ea1t \u0111\u1ed9ng nh\u01b0 m\u1ed9t b\u1ed9 ph\u1eadn ri\u00eang l\u1ebb m\u00e0 \u0111\u00f3ng vai tr\u00f2 trung t\u00e2m trong vi\u1ec7c <strong>k\u1ebft n\u1ed1i c\u00e1c ph\u00f2ng ban<\/strong>, \u0111\u1ea3m b\u1ea3o s\u1ef1 ph\u1ed1i h\u1ee3p nh\u1ecbp nh\u00e0ng gi\u1eefa marketing, c\u00f4ng ngh\u1ec7, nh\u00e2n s\u1ef1 v\u00e0 chi\u1ebfn l\u01b0\u1ee3c t\u1ed5ng th\u1ec3 c\u1ee7a c\u00f4ng ty. CMO l\u00e0 ng\u01b0\u1eddi <strong>ph\u00e1 v\u1ee1 c\u00e1c silo<\/strong>, th\u00fac \u0111\u1ea9y m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn <strong>marketing-driven<\/strong>, trong \u0111\u00f3 m\u1ecdi ho\u1ea1t \u0111\u1ed9ng kinh doanh \u0111\u1ec1u \u0111\u01b0\u1ee3c d\u1eabn d\u1eaft b\u1edfi s\u1ef1 th\u1ea5u hi\u1ec3u kh\u00e1ch h\u00e0ng v\u00e0 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4.2. CMO v\u00e0 s\u1ef1 h\u1ee3p t\u00e1c \u0111a ph\u00f2ng ban<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Li\u00ean k\u1ebft v\u1edbi IT (CIO &#8211; Chief Information Officer):<\/strong> CMO l\u00e0m vi\u1ec7c ch\u1eb7t ch\u1ebd v\u1edbi b\u1ed9 ph\u1eadn IT \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a <strong>qu\u1ea3n l\u00fd d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng (CRM)<\/strong>, \u1ee9ng d\u1ee5ng c\u00f4ng ngh\u1ec7 v\u00e0o chi\u1ebfn l\u01b0\u1ee3c marketing v\u00e0 khai th\u00e1c d\u1eef li\u1ec7u nh\u1eb1m \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh ch\u00ednh x\u00e1c h\u01a1n.<\/li>\n\n\n\n<li><strong>K\u1ebft n\u1ed1i v\u1edbi HR (CHRO &#8211; Chief Human Resources Officer):<\/strong> CMO ph\u1ed1i h\u1ee3p v\u1edbi HR \u0111\u1ec3 ph\u00e1t tri\u1ec3n <strong>c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u<\/strong>, gi\u00fap nh\u00e2n vi\u00ean hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 <strong>gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i, c\u00e1ch t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng<\/strong> v\u00e0 c\u00e1ch s\u1eed d\u1ee5ng hi\u1ec7u qu\u1ea3 c\u00e1c c\u00f4ng c\u1ee5 marketing.<\/li>\n\n\n\n<li><strong>T\u00edch h\u1ee3p v\u1edbi chi\u1ebfn l\u01b0\u1ee3c t\u1ed5ng th\u1ec3 c\u1ee7a c\u00f4ng ty:<\/strong> C\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing kh\u00f4ng ch\u1ec9 t\u1eadp trung v\u00e0o vi\u1ec7c qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m, m\u00e0 c\u00f2n ph\u1ea3i <strong>h\u00e0i h\u00f2a v\u1edbi chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n doanh nghi\u1ec7p<\/strong>, h\u1ed7 tr\u1ee3 t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">4.3. \u1ee8ng d\u1ee5ng th\u1ef1c ti\u1ec5n: CMO trong vai tr\u00f2 c\u1ea7u n\u1ed1i<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">4.3.1. H\u1ee3p t\u00e1c v\u1edbi CIO \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a d\u1eef li\u1ec7u v\u00e0 c\u00f4ng ngh\u1ec7<\/h4>\n\n\n\n<p>CMO c\u00f3 th\u1ec3 l\u00e0m vi\u1ec7c v\u1edbi CIO \u0111\u1ec3:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>T\u00edch h\u1ee3p d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng gi\u1eefa c\u00e1c ph\u00f2ng ban<\/strong>, gi\u00fap marketing c\u00f3 c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n h\u01a1n v\u1ec1 h\u00e0nh vi kh\u00e1ch h\u00e0ng.<\/li>\n\n\n\n<li><strong>Ph\u00e1t tri\u1ec3n c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/strong>, gi\u00fap c\u1ea3i thi\u1ec7n kh\u1ea3 n\u0103ng d\u1ef1 \u0111o\u00e1n xu h\u01b0\u1edbng v\u00e0 c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<\/li>\n\n\n\n<li><strong>X\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch h\u00e0ng (CRM)<\/strong>, h\u1ed7 tr\u1ee3 marketing v\u00e0 sales ph\u1ed1i h\u1ee3p hi\u1ec7u qu\u1ea3 h\u01a1n.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">4.3.2. K\u1ebft n\u1ed1i v\u1edbi CHRO \u0111\u1ec3 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i b\u1ed9<\/h4>\n\n\n\n<p>CMO c\u00f3 th\u1ec3 h\u1ee3p t\u00e1c v\u1edbi CHRO \u0111\u1ec3 tri\u1ec3n khai:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o th\u01b0\u01a1ng hi\u1ec7u<\/strong>, gi\u00fap nh\u00e2n vi\u00ean hi\u1ec3u s\u00e2u s\u1eafc v\u1ec1 gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i v\u00e0 c\u00e1ch th\u1ec3 hi\u1ec7n th\u01b0\u01a1ng hi\u1ec7u trong m\u1ecdi \u0111i\u1ec3m ch\u1ea1m v\u1edbi kh\u00e1ch h\u00e0ng.<\/li>\n\n\n\n<li><strong>Ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9<\/strong>, \u0111\u1ea3m b\u1ea3o r\u1eb1ng m\u1ecdi nh\u00e2n vi\u00ean kh\u00f4ng ch\u1ec9 l\u00e0m vi\u1ec7c m\u00e0 c\u00f2n tr\u1edf th\u00e0nh \u0111\u1ea1i s\u1ee9 th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n\n\n\n<li><strong>Ph\u00e1t tri\u1ec3n v\u0103n h\u00f3a l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m<\/strong>, gi\u00fap to\u00e0n b\u1ed9 t\u1ed5 ch\u1ee9c h\u01b0\u1edbng \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1i \u01b0u.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">5. CMO \u2013 \u0111\u1ea1i di\u1ec7n cho ti\u1ebfng n\u00f3i c\u1ee7a kh\u00e1ch h\u00e0ng<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">5.1. Vai tr\u00f2 c\u1ee7a CMO trong vi\u1ec7c th\u1ea5u hi\u1ec3u v\u00e0 \u0111\u1ea1i di\u1ec7n cho kh\u00e1ch h\u00e0ng<\/h3>\n\n\n\n<p>Trong m\u1ed9t doanh nghi\u1ec7p l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m, <strong>CMO (Chief Marketing Officer)<\/strong> kh\u00f4ng ch\u1ec9 l\u00e0 ng\u01b0\u1eddi \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb m\u00e0 c\u00f2n l\u00e0 <strong>\u0111\u1ea1i di\u1ec7n quan tr\u1ecdng cho ti\u1ebfng n\u00f3i c\u1ee7a kh\u00e1ch h\u00e0ng<\/strong>. CMO c\u00f3 tr\u00e1ch nhi\u1ec7m nghi\u00ean c\u1ee9u, ph\u00e2n t\u00edch v\u00e0 truy\u1ec1n t\u1ea3i <strong>nh\u1eefng mong mu\u1ed1n, nhu c\u1ea7u v\u00e0 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng<\/strong> \u0111\u1ebfn to\u00e0n b\u1ed9 t\u1ed5 ch\u1ee9c, \u0111\u1ea3m b\u1ea3o r\u1eb1ng m\u1ecdi quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec1u xoay quanh <strong>tr\u1ea3i nghi\u1ec7m v\u00e0 s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5.2. CMO l\u00e0 c\u1ea7u n\u1ed1i gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 doanh nghi\u1ec7p<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng:<\/strong> CMO khai th\u00e1c d\u1eef li\u1ec7u t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau \u0111\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 <strong>h\u00e0nh vi, s\u1edf th\u00edch, xu h\u01b0\u1edbng ti\u00eau d\u00f9ng<\/strong>, t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3.<\/li>\n\n\n\n<li><strong>L\u1eafng nghe ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng:<\/strong> Kh\u00f4ng ch\u1ec9 d\u1ef1a v\u00e0o s\u1ed1 li\u1ec7u, CMO c\u00f2n tr\u1ef1c ti\u1ebfp thu th\u1eadp \u00fd ki\u1ebfn t\u1eeb kh\u00e1ch h\u00e0ng th\u00f4ng qua c\u00e1c kh\u1ea3o s\u00e1t, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, gi\u00fap doanh nghi\u1ec7p c\u00f3 c\u00e1i nh\u00ecn ch\u00e2n th\u1ef1c h\u01a1n v\u1ec1 k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng.<\/li>\n\n\n\n<li><strong>\u0110\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p d\u1ef1a tr\u00ean tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng:<\/strong> CMO \u0111\u1ea3m b\u1ea3o r\u1eb1ng t\u1ea5t c\u1ea3 c\u00e1c b\u1ed9 ph\u1eadn, t\u1eeb s\u1ea3n xu\u1ea5t, d\u1ecbch v\u1ee5 \u0111\u1ebfn v\u1eadn h\u00e0nh, \u0111\u1ec1u c\u00f3 s\u1ef1 th\u1ea5u hi\u1ec3u s\u00e2u s\u1eafc v\u1ec1 kh\u00e1ch h\u00e0ng, gi\u00fap doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 \u0111\u00e1p \u1ee9ng m\u00e0 c\u00f2n v\u01b0\u1ee3t qua mong \u0111\u1ee3i c\u1ee7a h\u1ecd.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">5.3. CMO th\u00fac \u0111\u1ea9y nh\u1eefng quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c d\u1ef1a tr\u00ean insight kh\u00e1ch h\u00e0ng<\/h3>\n\n\n\n<p>B\u1eb1ng vi\u1ec7c cung c\u1ea5p nh\u1eefng th\u00f4ng tin chi ti\u1ebft v\u1ec1 th\u1ecb tr\u01b0\u1eddng v\u00e0 kh\u00e1ch h\u00e0ng, CMO gi\u00fap ban l\u00e3nh \u0111\u1ea1o \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c \u0111\u00fang \u0111\u1eafn nh\u1eb1m <strong>th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng<\/strong>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">5.3.1. B\u00e1o c\u00e1o nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng<\/h4>\n\n\n\n<p>CMO c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng v\u00e0 tr\u00ecnh b\u00e0y c\u00e1c b\u00e1o c\u00e1o chi\u1ebfn l\u01b0\u1ee3c v\u1ec1:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng:<\/strong> D\u1ef1 b\u00e1o c\u00e1c chuy\u1ec3n \u0111\u1ed9ng quan tr\u1ecdng trong ng\u00e0nh \u0111\u1ec3 gi\u00fap c\u00f4ng ty ch\u1ee7 \u0111\u1ed9ng th\u00edch \u1ee9ng.<\/li>\n\n\n\n<li><strong>Ph\u00e2n t\u00edch \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh:<\/strong> \u0110\u00e1nh gi\u00e1 \u0111i\u1ec3m m\u1ea1nh, \u0111i\u1ec3m y\u1ebfu c\u1ee7a \u0111\u1ed1i th\u1ee7 \u0111\u1ec3 doanh nghi\u1ec7p c\u00f3 chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh ph\u00f9 h\u1ee3p.<\/li>\n\n\n\n<li><strong>Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau:<\/strong> X\u00e1c \u0111\u1ecbnh \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng, nhu c\u1ea7u v\u00e0 h\u00e0nh vi ti\u00eau d\u00f9ng \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a chi\u1ebfn l\u01b0\u1ee3c marketing.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">5.3.2. K\u1ebft n\u1ed1i nh\u00e2n vi\u00ean v\u1edbi kh\u00e1ch h\u00e0ng \u0111\u1ec3 t\u0103ng c\u01b0\u1eddng s\u1ef1 th\u1ea5u hi\u1ec3u<\/h4>\n\n\n\n<p>CMO c\u00f3 th\u1ec3 t\u1ed5 ch\u1ee9c c\u00e1c ho\u1ea1t \u0111\u1ed9ng nh\u1eb1m gi\u00fap nh\u00e2n vi\u00ean hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng, nh\u01b0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Bu\u1ed5i g\u1eb7p g\u1ee1 tr\u1ef1c ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng:<\/strong> Nh\u00e2n vi\u00ean c\u00f3 c\u01a1 h\u1ed9i ti\u1ebfp x\u00fac, tr\u00f2 chuy\u1ec7n \u0111\u1ec3 hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng.<\/li>\n\n\n\n<li><strong>Ch\u01b0\u01a1ng tr\u00ecnh l\u1eafng nghe kh\u00e1ch h\u00e0ng:<\/strong> T\u1ea1o c\u00e1c k\u00eanh t\u01b0\u01a1ng t\u00e1c \u0111\u1ec3 ti\u1ebfp nh\u1eadn ph\u1ea3n h\u1ed3i li\u00ean t\u1ee5c, gi\u00fap c\u1ea3i thi\u1ec7n s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 m\u1ed9t c\u00e1ch nhanh ch\u00f3ng v\u00e0 hi\u1ec7u qu\u1ea3.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">6. CMO \u2013 ng\u01b0\u1eddi truy\u1ec1n c\u1ea3m h\u1ee9ng v\u00e0 d\u1eabn d\u1eaft s\u1ef1 thay \u0111\u1ed5i<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">6.1. Vai tr\u00f2 c\u1ee7a CMO trong vi\u1ec7c th\u00fac \u0111\u1ea9y \u0111\u1ed5i m\u1edbi v\u00e0 chuy\u1ec3n \u0111\u1ed5i<\/h3>\n\n\n\n<p>Trong b\u1ed1i c\u1ea3nh c\u00f4ng ngh\u1ec7 v\u00e0 th\u1ecb tr\u01b0\u1eddng kh\u00f4ng ng\u1eebng thay \u0111\u1ed5i, <strong>CMO (Chief Marketing Officer)<\/strong> kh\u00f4ng ch\u1ec9 l\u00e0 ng\u01b0\u1eddi \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb m\u00e0 c\u00f2n l\u00e0 <strong>ng\u01b0\u1eddi truy\u1ec1n c\u1ea3m h\u1ee9ng, d\u1eabn d\u1eaft s\u1ef1 \u0111\u1ed5i m\u1edbi v\u00e0 chuy\u1ec3n \u0111\u1ed5i doanh nghi\u1ec7p<\/strong>. CMO \u0111\u00f3ng vai tr\u00f2 then ch\u1ed1t trong vi\u1ec7c th\u00fac \u0111\u1ea9y s\u1ef1 thay \u0111\u1ed5i, gi\u00fap t\u1ed5 ch\u1ee9c th\u00edch \u1ee9ng nhanh ch\u00f3ng v\u00e0 duy tr\u00ec l\u1ee3i th\u1ebf c\u1ea1nh tranh.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6.2. D\u1eabn d\u1eaft qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i s\u1ed1 v\u00e0 chu\u1ea9n b\u1ecb cho t\u01b0\u01a1ng lai<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Chuy\u1ec3n \u0111\u1ed5i s\u1ed1 kh\u00f4ng ch\u1ec9 l\u00e0 c\u00f4ng ngh\u1ec7 m\u00e0 c\u00f2n l\u00e0 t\u01b0 duy<\/strong> \u2013 CMO l\u00e0 ng\u01b0\u1eddi k\u1ebft n\u1ed1i gi\u1eefa <strong>c\u00f4ng ngh\u1ec7, d\u1eef li\u1ec7u v\u00e0 kh\u00e1ch h\u00e0ng<\/strong>, \u0111\u1ea3m b\u1ea3o doanh nghi\u1ec7p khai th\u00e1c t\u1ed1i \u0111a l\u1ee3i th\u1ebf c\u1ee7a c\u00f4ng ngh\u1ec7 \u0111\u1ec3 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<\/li>\n\n\n\n<li><strong>\u0110\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c s\u1ed1 h\u00f3a<\/strong> \u2013 T\u1eeb vi\u1ec7c \u00e1p d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch d\u1eef li\u1ec7u \u0111\u1ebfn vi\u1ec7c t\u1ed1i \u01b0u h\u00f3a c\u00e1c k\u00eanh ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng, CMO d\u1eabn d\u1eaft doanh nghi\u1ec7p trong h\u00e0nh tr\u00ecnh <strong>chuy\u1ec3n \u0111\u1ed5i s\u1ed1 to\u00e0n di\u1ec7n<\/strong>, \u0111\u1ea3m b\u1ea3o c\u00f4ng ty kh\u00f4ng ch\u1ec9 theo k\u1ecbp xu h\u01b0\u1edbng m\u00e0 c\u00f2n ti\u00ean phong \u0111\u1ed5i m\u1edbi.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">6.3. X\u00e2y d\u1ef1ng v\u0103n h\u00f3a \u0111\u1ed9i nh\u00f3m m\u1ea1nh m\u1ebd, khuy\u1ebfn kh\u00edch s\u1ef1 h\u1ee3p t\u00e1c<\/h3>\n\n\n\n<p>M\u1ed9t <strong>CMO xu\u1ea5t s\u1eafc kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t nh\u00e0 l\u00e3nh \u0111\u1ea1o chi\u1ebfn l\u01b0\u1ee3c m\u00e0 c\u00f2n l\u00e0 m\u1ed9t ng\u01b0\u1eddi truy\u1ec1n c\u1ea3m h\u1ee9ng<\/strong>, t\u1ea1o ra m\u1ed9t m\u00f4i tr\u01b0\u1eddng l\u00e0m vi\u1ec7c n\u0103ng \u0111\u1ed9ng, khuy\u1ebfn kh\u00edch nh\u00e2n vi\u00ean <strong>s\u00e1ng t\u1ea1o, h\u1ee3p t\u00e1c v\u00e0 \u0111\u1ed5i m\u1edbi kh\u00f4ng ng\u1eebng<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>D\u1eabn d\u1eaft b\u1eb1ng t\u1ea5m g\u01b0\u01a1ng<\/strong> \u2013 M\u1ed9t \u0111\u1ed9i ng\u0169 m\u1ea1nh m\u1ebd kh\u00f4ng ch\u1ec9 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng b\u1eb1ng chi\u1ebfn l\u01b0\u1ee3c m\u00e0 c\u00f2n t\u1eeb s\u1ef1 cam k\u1ebft v\u00e0 tinh th\u1ea7n c\u1ed1ng hi\u1ebfn c\u1ee7a ng\u01b0\u1eddi l\u00e3nh \u0111\u1ea1o. CMO ch\u00ednh l\u00e0 ng\u01b0\u1eddi ti\u00ean phong, th\u1ec3 hi\u1ec7n tinh th\u1ea7n \u0111\u1ed5i m\u1edbi trong m\u1ecdi h\u00e0nh \u0111\u1ed9ng.<\/li>\n\n\n\n<li><strong>Th\u00fac \u0111\u1ea9y v\u0103n h\u00f3a h\u1ee3p t\u00e1c<\/strong> \u2013 Khi c\u00e1c b\u1ed9 ph\u1eadn trong c\u00f4ng ty ph\u1ed1i h\u1ee3p ch\u1eb7t ch\u1ebd, doanh nghi\u1ec7p s\u1ebd v\u1eadn h\u00e0nh hi\u1ec7u qu\u1ea3 h\u01a1n v\u00e0 nhanh ch\u00f3ng th\u00edch nghi v\u1edbi s\u1ef1 thay \u0111\u1ed5i.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">6.4. \u1ee8ng d\u1ee5ng th\u1ef1c ti\u1ec5n: CMO trong vai tr\u00f2 nh\u00e0 l\u00e3nh \u0111\u1ea1o truy\u1ec1n c\u1ea3m h\u1ee9ng<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">6.4.1. Truy\u1ec1n c\u1ea3m h\u1ee9ng th\u00f4ng qua t\u1ea7m nh\u00ecn v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng<\/h4>\n\n\n\n<p>CMO c\u00f3 th\u1ec3 t\u1ed5 ch\u1ee9c c\u00e1c bu\u1ed5i chia s\u1ebb nh\u1eb1m gi\u00fap nh\u00e2n vi\u00ean hi\u1ec3u r\u00f5 v\u1ec1:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>T\u1ea7m nh\u00ecn v\u00e0 m\u1ee5c ti\u00eau d\u00e0i h\u1ea1n c\u1ee7a c\u00f4ng ty<\/strong> \u2013 Khi nh\u00e2n vi\u00ean nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c s\u1ee9 m\u1ec7nh chung, h\u1ecd s\u1ebd c\u00f3 \u0111\u1ed9ng l\u1ef1c \u0111\u1ec3 \u0111\u00f3ng g\u00f3p v\u00e0o s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a doanh nghi\u1ec7p.<\/li>\n\n\n\n<li><strong>C\u00e1ch doanh nghi\u1ec7p th\u00edch \u1ee9ng v\u00e0 ph\u00e1t tri\u1ec3n<\/strong> \u2013 Thay \u0111\u1ed5i l\u00e0 \u0111i\u1ec1u t\u1ea5t y\u1ebfu, nh\u01b0ng n\u1ebfu \u0111\u01b0\u1ee3c d\u1eabn d\u1eaft \u0111\u00fang h\u01b0\u1edbng, \u0111\u1ed9i ng\u0169 s\u1ebd kh\u00f4ng s\u1ee3 h\u00e3i m\u00e0 thay v\u00e0o \u0111\u00f3, \u0111\u00f3n nh\u1eadn v\u00e0 ch\u1ee7 \u0111\u1ed9ng tham gia v\u00e0o qu\u00e1 tr\u00ecnh \u0111\u1ed5i m\u1edbi.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">6.4.2. T\u1ea1o ra m\u00f4i tr\u01b0\u1eddng \u0111\u1ed5i m\u1edbi, khuy\u1ebfn kh\u00edch t\u01b0 duy s\u00e1ng t\u1ea1o<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Khuy\u1ebfn kh\u00edch th\u1eed nghi\u1ec7m \u00fd t\u01b0\u1edfng m\u1edbi v\u00e0 ch\u1ea5p nh\u1eadn r\u1ee7i ro c\u00f3 t\u00ednh to\u00e1n<\/strong> \u2013 M\u1ed9t CMO gi\u1ecfi kh\u00f4ng ch\u1ec9 th\u00fac \u0111\u1ea9y s\u1ef1 s\u00e1ng t\u1ea1o m\u00e0 c\u00f2n x\u00e2y d\u1ef1ng <strong>m\u1ed9t m\u00f4i tr\u01b0\u1eddng an to\u00e0n \u0111\u1ec3 nh\u00e2n vi\u00ean d\u00e1m \u0111\u1ed5i m\u1edbi<\/strong> m\u00e0 kh\u00f4ng lo s\u1ee3 th\u1ea5t b\u1ea1i.<\/li>\n\n\n\n<li><strong>H\u1ed7 tr\u1ee3 \u0111\u1ed9i ng\u0169 trong h\u00e0nh tr\u00ecnh ph\u00e1t tri\u1ec3n<\/strong> \u2013 CMO kh\u00f4ng ch\u1ec9 trao quy\u1ec1n cho nh\u00e2n vi\u00ean m\u00e0 c\u00f2n \u0111\u1ea3m b\u1ea3o h\u1ecd c\u00f3 \u0111\u1ee7 ngu\u1ed3n l\u1ef1c, ki\u1ebfn th\u1ee9c v\u00e0 s\u1ef1 h\u1ed7 tr\u1ee3 \u0111\u1ec3 th\u1ef1c hi\u1ec7n nh\u1eefng s\u00e1ng ki\u1ebfn mang t\u00ednh \u0111\u1ed9t ph\u00e1.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>7. Nh\u1eefng th\u00e1ch th\u1ee9c m\u00e0 CMO ph\u1ea3i \u0111\u1ed1i m\u1eb7t<\/strong><\/h3>\n\n\n\n<p>Trong vai tr\u00f2 chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a m\u00ecnh, <strong>CMO (Chief Marketing Officer)<\/strong> kh\u00f4ng ch\u1ec9 d\u1eabn d\u1eaft c\u00e1c chi\u1ebfn d\u1ecbch marketing m\u00e0 c\u00f2n ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi nhi\u1ec1u th\u00e1ch th\u1ee9c trong vi\u1ec7c <strong>t\u00edch h\u1ee3p marketing v\u00e0o ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ed1t l\u00f5i<\/strong>. Nh\u1eefng tr\u1edf ng\u1ea1i n\u00e0y kh\u00f4ng ch\u1ec9 \u0111\u1ebfn t\u1eeb b\u00ean ngo\u00e0i m\u00e0 c\u00f2n xu\u1ea5t ph\u00e1t t\u1eeb n\u1ed9i b\u1ed9 doanh nghi\u1ec7p, \u0111\u00f2i h\u1ecfi CMO ph\u1ea3i c\u00f3 <strong>t\u01b0 duy linh ho\u1ea1t, kh\u1ea3 n\u0103ng l\u00e3nh \u0111\u1ea1o m\u1ea1nh m\u1ebd v\u00e0 s\u1ef1 nh\u1ea1y b\u00e9n trong ph\u1ed1i h\u1ee3p li\u00ean ph\u00f2ng ban<\/strong>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>7.1. S\u1ef1 kh\u00e1ng c\u1ef1 t\u1eeb c\u00e1c ph\u00f2ng ban kh\u00e1c<\/strong><\/h4>\n\n\n\n<p>M\u1ed9t trong nh\u1eefng r\u00e0o c\u1ea3n l\u1edbn nh\u1ea5t \u0111\u1ed1i v\u1edbi CMO l\u00e0 <strong>s\u1ef1 kh\u00e1ng c\u1ef1 t\u1eeb c\u00e1c b\u1ed9 ph\u1eadn nh\u01b0 IT v\u00e0 HR<\/strong>, v\u1ed1n th\u01b0\u1eddng c\u00f3 t\u1ed1c \u0111\u1ed9 thay \u0111\u1ed5i ch\u1eadm h\u01a1n so v\u1edbi marketing.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>B\u1ed9 ph\u1eadn IT<\/strong> c\u00f3 th\u1ec3 c\u1ea3m th\u1ea5y \u00e1p l\u1ef1c tr\u01b0\u1edbc nh\u1eefng y\u00eau c\u1ea7u c\u1ee7a marketing v\u1ec1 <strong>truy c\u1eadp d\u1eef li\u1ec7u, \u0111\u1ea7u t\u01b0 c\u00f4ng ngh\u1ec7 v\u00e0 \u1ee9ng d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 m\u1edbi<\/strong>. Vi\u1ec7c \u0111\u1ea3m b\u1ea3o s\u1ef1 \u0111\u1ed3ng b\u1ed9 gi\u1eefa <strong>marketing v\u00e0 c\u00f4ng ngh\u1ec7<\/strong> tr\u1edf th\u00e0nh m\u1ed9t th\u00e1ch th\u1ee9c khi hai b\u1ed9 ph\u1eadn c\u00f3 nh\u1eefng \u01b0u ti\u00ean kh\u00e1c nhau.<\/li>\n\n\n\n<li><strong>B\u1ed9 ph\u1eadn HR<\/strong> c\u00f3 th\u1ec3 g\u1eb7p kh\u00f3 kh\u0103n trong vi\u1ec7c \u00e1p d\u1ee5ng <strong>c\u00e1ch ti\u1ebfp c\u1eadn d\u1ef1a tr\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/strong> v\u00e0o truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u nh\u00e0 tuy\u1ec3n d\u1ee5ng. Vi\u1ec7c t\u00edch h\u1ee3p marketing v\u00e0o c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh nh\u00e2n s\u1ef1 \u0111\u00f2i h\u1ecfi <strong>s\u1ef1 thay \u0111\u1ed5i t\u01b0 duy<\/strong> v\u00e0 m\u1ed9t quy tr\u00ecnh ph\u1ed1i h\u1ee3p hi\u1ec7u qu\u1ea3.<\/li>\n<\/ul>\n\n\n\n<p>CMO c\u1ea7n <strong>th\u1ec3 hi\u1ec7n vai tr\u00f2 c\u1ea7u n\u1ed1i<\/strong>, x\u00e2y d\u1ef1ng s\u1ef1 hi\u1ec3u bi\u1ebft chung v\u00e0 t\u00ecm ki\u1ebfm <strong>\u0111i\u1ec3m giao thoa l\u1ee3i \u00edch gi\u1eefa c\u00e1c ph\u00f2ng ban<\/strong>, t\u1eeb \u0111\u00f3 th\u00fac \u0111\u1ea9y m\u1ed9t t\u01b0 duy marketing-driven tr\u00ean to\u00e0n t\u1ed5 ch\u1ee9c.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>7.2. C\u00e2n b\u1eb1ng gi\u1eefa s\u00e1ng t\u1ea1o v\u00e0 tu\u00e2n th\u1ee7 quy tr\u00ecnh<\/strong><\/h4>\n\n\n\n<p>Marketing \u0111\u00f2i h\u1ecfi <strong>s\u1ef1 s\u00e1ng t\u1ea1o kh\u00f4ng ng\u1eebng<\/strong>, nh\u01b0ng trong m\u00f4i tr\u01b0\u1eddng doanh nghi\u1ec7p, s\u00e1ng t\u1ea1o c\u0169ng c\u1ea7n \u0111\u01b0\u1ee3c \u0111\u1eb7t trong <strong>khu\u00f4n kh\u1ed5 c\u1ee7a quy tr\u00ecnh v\u00e0 t\u00ednh tu\u00e2n th\u1ee7<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>B\u1ed9 ph\u1eadn HR th\u01b0\u1eddng \u01b0u ti\u00ean s\u1ef1 <strong>\u1ed5n \u0111\u1ecbnh, c\u1ea5u tr\u00fac v\u00e0 ki\u1ec3m so\u00e1t<\/strong>, trong khi marketing thi\u00ean v\u1ec1 <strong>\u0111\u1ed9t ph\u00e1 v\u00e0 linh ho\u1ea1t<\/strong>. \u0110i\u1ec1u n\u00e0y t\u1ea1o ra m\u00e2u thu\u1eabn khi x\u00e2y d\u1ef1ng <strong>c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u n\u1ed9i b\u1ed9<\/strong>.<\/li>\n\n\n\n<li>CMO c\u1ea7n \u0111\u1ea3m b\u1ea3o r\u1eb1ng <strong>c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing s\u00e1ng t\u1ea1o v\u1eabn ph\u00f9 h\u1ee3p v\u1edbi v\u0103n h\u00f3a doanh nghi\u1ec7p<\/strong>, \u0111\u1ed3ng th\u1eddi kh\u00f4ng vi ph\u1ea1m c\u00e1c quy \u0111\u1ecbnh n\u1ed9i b\u1ed9 ho\u1eb7c lu\u1eadt ph\u00e1p li\u00ean quan.<\/li>\n<\/ul>\n\n\n\n<p>\u0110\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 n\u00e0y, CMO c\u1ea7n t\u00ecm ra \u0111i\u1ec3m c\u00e2n b\u1eb1ng gi\u1eefa <strong>s\u1ef1 \u0111\u1ed5i m\u1edbi v\u00e0 t\u00ednh h\u1ec7 th\u1ed1ng<\/strong>, gi\u00fap th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 m\u1ea1nh v\u1ec1 h\u00ecnh \u1ea3nh m\u00e0 c\u00f2n g\u1eafn k\u1ebft ch\u1eb7t ch\u1ebd v\u1edbi nh\u00e2n vi\u00ean v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng kinh doanh chung.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>7.3. Ch\u1ee9ng minh gi\u00e1 tr\u1ecb c\u1ee7a marketing \u0111\u1ed1i v\u1edbi doanh thu<\/strong><\/h4>\n\n\n\n<p>M\u1ed9t th\u00e1ch th\u1ee9c kinh \u0111i\u1ec3n c\u1ee7a CMO l\u00e0 <strong>ch\u1ee9ng minh t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp c\u1ee7a marketing l\u00ean doanh thu<\/strong>, \u0111\u1eb7c bi\u1ec7t v\u1edbi CEO v\u00e0 b\u1ed9 ph\u1eadn t\u00e0i ch\u00ednh, nh\u1eefng ng\u01b0\u1eddi th\u01b0\u1eddng xem marketing nh\u01b0 <strong>m\u1ed9t trung t\u00e2m chi ph\u00ed<\/strong> thay v\u00ec m\u1ed9t \u0111\u1ed9ng l\u1ef1c t\u0103ng tr\u01b0\u1edfng.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>S\u1ef1 k\u1ef3 v\u1ecdng v\u1ec1 hi\u1ec7u su\u1ea5t \u0111o l\u01b0\u1eddng cao h\u01a1n<\/strong>: CEO v\u00e0 CFO th\u01b0\u1eddng quan t\u00e2m \u0111\u1ebfn <strong>ROI (Return on Investment) v\u00e0 t\u00e1c \u0111\u1ed9ng t\u00e0i ch\u00ednh h\u1eefu h\u00ecnh<\/strong>, trong khi marketing l\u1ea1i thi\u00ean v\u1ec1 <strong>x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u00e1c \u0111\u1ed9ng d\u00e0i h\u1ea1n<\/strong>.<\/li>\n\n\n\n<li><strong>Th\u00e1ch th\u1ee9c v\u1ec1 d\u1eef li\u1ec7u<\/strong>: Kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o t\u00e1c \u0111\u1ed9ng c\u1ee7a marketing c\u0169ng \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng ngay l\u1eadp t\u1ee9c. M\u1ed9t chi\u1ebfn d\u1ecbch th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u00f3 th\u1ec3 <strong>t\u1ea1o ra \u1ea3nh h\u01b0\u1edfng trong nhi\u1ec1u th\u00e1ng ho\u1eb7c th\u1eadm ch\u00ed nhi\u1ec1u n\u0103m<\/strong>, nh\u01b0ng CFO l\u1ea1i c\u1ea7n con s\u1ed1 <strong>c\u1ee5 th\u1ec3 v\u00e0 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c trong ng\u1eafn h\u1ea1n<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p>CMO c\u1ea7n <strong>t\u1eadn d\u1ee5ng d\u1eef li\u1ec7u v\u00e0 ph\u00e2n t\u00edch chuy\u00ean s\u00e2u<\/strong>, s\u1eed d\u1ee5ng c\u00e1c m\u00f4 h\u00ecnh \u0111o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t nh\u01b0 <strong>Customer Lifetime Value (CLV), Marketing Attribution Model<\/strong> \u0111\u1ec3 ch\u1ee9ng minh <strong>s\u1ef1 \u0111\u00f3ng g\u00f3p c\u1ee7a marketing v\u00e0o t\u0103ng tr\u01b0\u1edfng doanh thu<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">8. K\u1ebft lu\u1eadn v\u1ec1 v\u1ec1 vai tr\u00f2 c\u1ee7a CMO trong chuy\u1ec3n \u0111\u1ed5i v\u0103n ho\u00e1 doanh nghi\u1ec7p<\/h2>\n\n\n\n<p>Vai tr\u00f2 c\u1ee7a <strong>CMO<\/strong> ng\u00e0y nay \u0111\u00e3 m\u1edf r\u1ed9ng v\u01b0\u1ee3t xa ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng, tr\u1edf th\u00e0nh <strong>ki\u1ebfn tr\u00fac s\u01b0 chi\u1ebfn l\u01b0\u1ee3c, ng\u01b0\u1eddi k\u1ebft n\u1ed1i ph\u00f2ng ban v\u00e0 l\u00e3nh \u0111\u1ea1o chuy\u1ec3n \u0111\u1ed5i s\u1ed1<\/strong>. CMO kh\u00f4ng ch\u1ec9 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u m\u00e0 c\u00f2n th\u00fac \u0111\u1ea9y v\u0103n h\u00f3a doanh nghi\u1ec7p, \u0111\u1ea1i di\u1ec7n ti\u1ebfng n\u00f3i kh\u00e1ch h\u00e0ng v\u00e0 ch\u1ee9ng minh gi\u00e1 tr\u1ecb marketing \u0111\u1ed1i v\u1edbi t\u0103ng tr\u01b0\u1edfng doanh thu.<\/p>\n\n\n\n<p>D\u00f9 \u0111\u1ed1i m\u1eb7t v\u1edbi nhi\u1ec1u th\u00e1ch th\u1ee9c, m\u1ed9t CMO xu\u1ea5t s\u1eafc s\u1ebd bi\u1ebft c\u00e1ch <strong>k\u1ebft h\u1ee3p s\u00e1ng t\u1ea1o v\u1edbi chi\u1ebfn l\u01b0\u1ee3c, ph\u00e1 v\u1ee1 r\u00e0o c\u1ea3n n\u1ed9i b\u1ed9 v\u00e0 t\u1ea1o ra s\u1ef1 thay \u0111\u1ed5i th\u1ef1c s\u1ef1<\/strong>. Doanh nghi\u1ec7p n\u00e0o trao quy\u1ec1n \u0111\u00fang m\u1ee9c cho CMO s\u1ebd c\u00f3 l\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng, kh\u00f4ng ch\u1ec9 trong marketing m\u00e0 c\u00f2n trong to\u00e0n b\u1ed9 s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a t\u1ed5 ch\u1ee9c.<\/p>\n\n\n\n<p><strong>SAOKIM BRANDING&nbsp;\u2013 Branding Agency \u0111\u01b0\u1ee3c nhi\u1ec1u kh\u00e1ch h\u00e0ng tin t\u01b0\u1edfng nh\u1ea5t<\/strong><\/p>\n\n\n\n<p><strong>Tel<\/strong>:&nbsp;<a href=\"tel:0964699499\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>0964.699.499<\/strong><\/a><\/p>\n\n\n\n<p><strong>Website<\/strong>:&nbsp;<a href=\"https:\/\/www.saokim.com.vn\/en\/\"><strong>www.saokim.com.vn<\/strong><\/a><\/p>\n\n\n\n<p><strong>Email<\/strong>:&nbsp;<a href=\"mailto:info@saokim.com.vn\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>info@saokim.com.vn<\/strong><\/a><\/p>\n\n\n\n<p><strong>Facebook:<\/strong>&nbsp;<a href=\"https:\/\/www.facebook.com\/saokimbranding\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Sao Kim Branding<\/strong><\/a><\/p>\n\n\n\n<p><strong>Case study Behance<\/strong>:&nbsp;<strong><a href=\"https:\/\/www.behance.net\/saokimbranding\" target=\"_blank\" rel=\"noreferrer noopener\">Sao Kim Branding<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>CMO kh\u00f4ng ch\u1ec9 ti\u1ebfp th\u1ecb m\u00e0 c\u00f2n d\u1eabn d\u1eaft chi\u1ebfn l\u01b0\u1ee3c, k\u1ebft n\u1ed1i ph\u00f2ng ban, th\u00fac \u0111\u1ea9y \u0111\u1ed5i m\u1edbi v\u00e0 t\u0103ng tr\u01b0\u1edfng. T\u00ecm hi\u1ec3u vai tr\u00f2 m\u1edf r\u1ed9ng c\u1ee7a CMO trong doanh nghi\u1ec7p.<\/p>\n","protected":false},"author":37,"featured_media":59066,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[195],"tags":[],"class_list":["post-59064","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cam-nang"],"acf":[],"views":115,"_links":{"self":[{"href":"https:\/\/www.saokim.com.vn\/en\/wp-json\/wp\/v2\/posts\/59064","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.saokim.com.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.saokim.com.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.saokim.com.vn\/en\/wp-json\/wp\/v2\/users\/37"}],"replies":[{"embeddable":true,"href":"https:\/\/www.saokim.com.vn\/en\/wp-json\/wp\/v2\/comments?post=59064"}],"version-history":[{"count":2,"href":"https:\/\/www.saokim.com.vn\/en\/wp-json\/wp\/v2\/posts\/59064\/revisions"}],"predecessor-version":[{"id":59067,"href":"https:\/\/www.saokim.com.vn\/en\/wp-json\/wp\/v2\/posts\/59064\/revisions\/59067"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.saokim.com.vn\/en\/wp-json\/wp\/v2\/media\/59066"}],"wp:attachment":[{"href":"https:\/\/www.saokim.com.vn\/en\/wp-json\/wp\/v2\/media?parent=59064"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.saokim.com.vn\/en\/wp-json\/wp\/v2\/categories?post=59064"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.saokim.com.vn\/en\/wp-json\/wp\/v2\/tags?post=59064"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}