CMOs Must Lead The Brand Experience

Twenty-first century brands are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world in which the companies that take an obsessive approach to wrapping their marketing, products, and experience around their customers will be the ones that lead the competition. Enter the customer-obsessed CMO. She is the one person who can transcend the operational status quo and lead a companywide journey to establish new sources of competitive advantage. To drive this disruptive go-to-market organization and strategy in support of building a brand experience, CMO and marketing leadership professionals must act to: 1) gain executive-level alignment on becoming customer-obsessed; 2) work with executive peers to develop a long-term strategy; and 3) enable practitioners to execute as customer-obsessed brand ambassadors.