Companies need CMOs and their marketing teams to help drive customer-obsessed strategies. But even though they regularly interact with customers, most marketing functions still prioritize internal rubrics over solving customer problems. This report explains how CMOs should transform the marketing functions at their firms into creators of post-digital brand experiences and leaders of enterprisewide customer obsession. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.