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CMO 2.0 takes charge

A big role—and even bigger expectations

CMOs are facing far bigger roles—and far greater expectations—than ever before. Brand experience is quickly becoming the key battleground for consumers’ attention, loyalty and wallet, and competition continues to intensify. CMO 2.0 takes charge explores how the CMO role is evolving and what they need to succeed.

As business becomes more consumer-centric than ever, brand experience is emerging as the key battleground for consumers’ attention, loyalty and wallet. As competition intensifies, today’s Chief Marketing Officers (CMOs) in particular are feeling the impact, facing far bigger roles—and far greater expectations—than ever before.

CMOs are no longer responsible for brand, advertising and traditional marketing alone. They’re leading their company’s effort to engage consumers, using their deep, data-led understanding of the consumer to ensure the entire business works to deliver an outstanding experience.

The skillset of the CMO is bigger and wider than ever before. CMOs must understand technology, analytics, and how to turn data into insight and action. They need to be able to build bridges across the organization to make change and shape strategy. And they need to be able to crunch the numbers and communicate marketing’s impact in financial terms.

CMOs who succeed will help their organizations become more resilient, agile and successful in an omnichannel world. They’ll prove that the marketing function is a strategic contributor to the bottom line, not a cost centre. And they’ll secure their seat at the leadership table.

CMO 2.0 takes charge explores the drastically changing and ever evolving role and expectations of the new Chief Marketing Officer, and the knowledge and skills CMOs will need to thrive in a customer-centric, data-driven world.

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