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	November 10, 2010 (updated November 15, 2010) CMO Mandate: Adapt Or Perish The Five Habits Of Highly Adaptive Marketers by Chris Stutzman with David M. Cooperstein, Corinne J. Madigan	Average: 9  (2 ratings)

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Executive Summary

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.

TABLE OF CONTENTS

• Technology-Empowered Consumers Disrupt Marketing Organizations
• Marketers Must Adapt Or Perish
• Unleash Your Organization's Adaptability
• How To Take The First Step To Become An Adaptive Marketing Organization

WHAT IT MEANS

• Adaptive Marketers Shape The Future Of Marketing In Today's World

RECOMMENDATIONS

• CMOs Must Adapt Their Role In The C-Suite
• Supplemental Material
• Related Research Documents

This is an excerpt

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