To deliver on brand experiences, CMOs must modernize their marketing capabilities, focusing on three core competencies: data strategy, technology strategy, and marketing ethics. A holistic roadmap incorporates all three by building from a foundation of properly enriched first-party data and activating that data with a connected and future-proof technology strategy, all informed by and pressure-tested against marketing and data ethics. This report explains these three pillars in detail and provides a starting point for CMOs to build and execute a marketing capabilities roadmap.