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For CMO Professionals

CMOs: Own Mobile To Own Your Customers

How To Organize For Mobile Success

March 18, 2015

Why Read This Report

Mobile moments are the next battleground where you must win, serve, and retain your customers. As the ultimate owners of the brand and customer experiences, chief marketing officers (CMOs) must ultimately first own and then help their enterprises prioritize how mobile is used to optimize its use across the enterprise — not just within one functional-, product-, or geographic silo. This report will help CMOs lay the foundation within their marketing operating system organization model and the associated governance, roles, and responsibilities needed to ensure the best use of mobile.

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Table of Contents

  • Mobile Is Your Next Battleground For Consumers — Own It!
  • Bake Mobile Into Your Digital Business Transformation Efforts
  • You Must Think And Act Differently To Win In Mobile Moments
  • RECOMMENDATIONS

  • One Size Will Not Fit All, But CMOs Should Own Mobile
  • Supplemental Material
  • Related Research Documents

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