Trends Report

CMOs: Own Mobile To Own Your Customers

How To Organize For Mobile Success

March 18th, 2015
Julie Ask, null
Julie Ask
Jeffrey Hammond, null
Jeffrey Hammond
With contributors:
Carrie Johnson , Martin Gill , Shar VanBoskirk , Ted Schadler , Laura Naparstek

Summary

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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