Chapter 12. The New CMO
• Why must the CMO become a marketing technologist and integrate brand experience into enterprise operations?
• How can IT create greater brand value?
• How can IT build and leverage global B2B accounts?
• How can IT provide consumers with “benefits on demand”?
The Marketing and IT Functions Merge: Chief Marketing Officer
Chief Marketing Officer (CMO) is a relatively new title in the C-Suite. The definition and job content vary in different companies. There are no accepted industry standards.
We observe there is a correlation between the defined role of the CMO and the organization’s perception of the role of marketing.
If we think of the range of CMO styles as a continuum, there are two anchor points:
• Marketing activation ...
Get Improve Your Marketing to Grow Your Business: Insights and Innovation that Drive Business and Brand Growth now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
