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The 4th Annual CMO's AgendaFrom Ad Master to Marketing's CEOThe latest installment of our research on the role of Chief Marketing Officer (CMO), the 4th Annual CMO's Agenda continues our conversation about the factors and advances that are redefining lead marketers' statuses in their companies and the corporate world. Just fifteen years ago, CMOs were largely tacticians, taking direction from above and executing the strategies developed by others residing in the corner offices. The goal: make sure the mass media function operated smoothly.Today, CMOs are no longer order takers of the C-Suite, their goals are much more advanced, and the position has heightened accountability. As the fight for customers becomes more complex and as heated as ever, they must be a crucial voice to the executive team to add value to their businesses' most important assets: the brand and the customer relationship. The 4th Annual CMO's Agenda provides insight into the opportunities and challenges that lie ahead for Marketing's CEO. Read the Executive Summary >> Request the Full Report >> This ongoing research effort cumulatively represents over 30 one-on-one conversations with lead marketers and CMOs from mid-sized organizations to Fortune 500 companies. Participant demographics are as follows:   |
