CMO's Agenda 3

What does it take to make Marketing matter?

What began with the CMO’s Agenda, our first research initiative focused on CMOs and lead marketers, has grown into an ongoing conversation to better understand the ever-evolving issues and challenges CMOs and lead marketers face. This continuing discussion has led to this 3rd Annual CMO's Agenda, with our findings all pointing to a key differentiator for marketing and marketing practitioners: innovation.

Innovation in this sense speaks less to product and service innovation and more to a willingness to challenge existing market models and paradigms and to experiment with new approaches that truly create value for all stakeholders. Progressive marketing leaders understand that an innovative approach can elevate the role of marketing for and within organizations.