Predictions Report

Predictions 2020: CMO

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

October 28th, 2019
Anjali Lai, null
Anjali Lai
Samuel Stern, null
Samuel Stern
Nick Monroe, null
Nick Monroe
With contributors:
Sharyn Leaver , Lexie Lawhon , Alex Sobchuk , Rachel Birrell


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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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.