Trends Report

CMOs: Own Mobile To Own Your Customers

How To Organize For Mobile Success

March 18th, 2015
Jeffrey Hammond, null
Jeffrey Hammond


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.