Wednesday, August 15, 2007

New Role for CMOs

From where I sit, I see that many CMOs have narrowly defined roles that only emphasize advertising, brand management, and market research. Which is fine, but a truly effective CMO has a broader leadership role in planning critical business strategy, managing public profiles, and identifying new capabilities (products/services).

Marketing is the result of everything a company says and does. It's how they provide consumers with a consistent, personalized experience across the many available channels of communication. For companies to keep customers, they have to be able to interact with them on all the channels customers use. Nothing about marketing is simple anymore and it requires a broader and deeper set of skills and roles to successfully lead a company.

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