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For CMO Professionals

The Evolved CMO In 2016

CMOs Broaden Their Influence And Leadership

July 6, 2016

Authors

Why Read This Report

Forrester and Heidrick & Struggles fielded a global survey of 275 CMOs in Q4 2015 to better understand the role's evolution and the keys for future success. Collaborating closely with John M. Abele, managing partner of Heidrick & Struggles' Marketing, Sales & Strategy Officers Practice, we learned that CMOs must now articulate exactly how marketing creates business value and master an increasingly broad skillset. Evolved CMOs who are committed to understanding customers and to driving that philosophy throughout the organization are those who will take charge in the C-suite.

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Table of Contents

  • CMO Role Evolves With The Rise Of Brand Experience
  • CMOs Solidify Their Position As Business Leaders
  • CMOs Broaden Brand Responsibilities To Include Customer Experience
  • CMOs Face Staggered Starting Blocks As The Role Evolves
  • Recommendations

  • CMOs Must Lead The Enterprise Toward Customer Obsession
  • Supplemental Material
  • Related Research Documents

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