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For CMO Professionals

Predictions 2020: CMO

CMOs Must Establish A Span Of Control Before Their Purpose And The CMO Title Itself Are Dissolved

October 28, 2019

Why Read This Report

It's been 20 years since the digital era transformed the CMO role from a long-term brand-building growth captain to a quarter-disciplined and data-focused operator. This painful transition has caused some of the world's biggest brands to wholly eliminate marketing's most coveted title. Although Forrester is not foretelling an end to the CMO role, we do see a stage set for a desperate fight for survival. Read our inaugural predictions to learn how CMOs must establish a span of control in the name of customer value before the purpose of the CMO and the title itself are dissolved.

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