Brief: Five Behaviors Inspire Organizations' Shift To A Marketing Operating System Approach

Forrester recommends that chief marketing officers (CMOs) shift from hierarchical and channel-obsessed structures to a new organizational framework — the marketing operating system (MOS) — to develop the flexible and customer-aware marketing that teams need to better win, serve, and retain today's empowered customers. Successful transition to a MOS requires breaking some legacy practices and establishing new paradigms that govern how marketing works. It's transformational change, and CMOs must exercise a high degree of leadership competence to sidestep the perils that derail many organizational change initiatives. This brief will define the new values that CMOs must adopt and the new behaviors that CMOs must master to succeed in leading this charge.