Best Practice Report

Enhancing The CMO/CSO Relationship

January 1st, 2018
Robert McKinnon, null
Robert McKinnon


In today’s complex business environment, with its audience of empowered customers, marketing and sales need to share a common purpose to deliver extraordinary customer experiences, with shared values and integrity and a commitment to each other. Visionary CMOs and CSOs already have begun breaking down the silos between marketing and sales that have divided them. This report illustrates how sales and marketing can align around common strategies, data, processes, KPIs, technology platforms, and norms of behavior to meet the product and service expectations of empowered customers.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.