Why Read This
Forrester has called for the chief marketing officer (CMO) to be the chef d'orchestre
, the conductor who assertively defines the brand and carefully knits together all of her company's offers and resources to best meet the needs of the consumer groups it serves. This requires top marketers to broaden their reach, build influence around the organization, and collaborate with all departments. Moving from disparate parts to a connected whole is a process, not a project. Marketing leaders at Forrester's Marketing & Strategy Forum EMEA 2010 shared their best practices for starting down the road of a more orchestrated brand experience.