The Future of Marketing: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer

11. The Marketing Department of the Future

“In our research and work with hundreds of global marketing organizations, we’ve found that those CMOs are struggling with how to draw the new [organizational] chart.”¹

As discussed throughout this book, marketing has clearly changed at a fundamental level. Indeed, the term marketing might now be somewhat limiting to describe the department’s role.

In response to unprecedented levels of customer power, groundbreaking fragmentation and evolution of the marketing landscape, and revolutionary levels of data on which one can build a strategy, leading companies are thrusting marketers toward a broader, more strategic role in which they’re tasked with facilitating exceptional customer experience to an increasingly ...