Why Read This
Three out of four CMOs plan to revamp their organizations for the digital age by the end of 2011. The reason? Their initial efforts to create digital departments and outsource digital capabilities have left their organization in a state of disarray. After speaking with global marketing leaders who have successfully navigated the digital age, Forrester has identified the five habits of highly adaptive marketers. To truly transform the marketing department into a more agile and innovative organization, CMOs must adopt these habits: 1) Accept change; 2) dare the status quo; 3) act continuously; 4) participate personally; and 5) tear down boundaries. Leaders of Adaptive Marketing organizations will grow their business faster, build stronger brands, and create a competitive advantage in both the short term and the long term.