Trends Report

Orchestrating The Brand Experience: A Maturity Model

A CMO's Road Map For Connecting The Dots

October 17th, 2011
Mary Beth Kemp, null
Mary Beth Kemp
With contributors:
Cory Munchbach , Matthew Dernoga , David M. Cooperstein


Forrester has called for the CMO to be a chef d'orchestre, who assertively leads the definition of the brand and shepherds the brand experience across the marketing mix and around the company. But connecting the dots is challenging, and the large majority of CMOs are just beginning their journey. To accompany them, we have outlined the road map toward a better-orchestrated organization around the customer. Marketing leaders should assess whether they are a beginner, a builder, a driver, or an orchestrator and then apply stage-specific recommendations to mature to the next level.

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