Predictions Report

Predictions 2022: B2C Marketing And Innovation

CMOs Emerge As Emboldened Business Leaders

October 26th, 2021


The tides are beginning to turn in favor of the B2C CMO, making 2022 an important transitional year. But not all CMOs are created equal: It’s the leader behind the CMO title that makes or breaks the role. Forrester sees 2022 as a tale of two CMOs: Those with data, martech, customer experience (CX), and product chops will expand their remit; others will continue to be sidelined by another chief “something” officer — relegated to just the subset of marketing involving brand and promotion. This report makes five predictions for B2C marketing as we look ahead to 2022 and the emergence of a bolder CMO.

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