Predictions Report

Predictions 2022: B2C Marketing And Innovation

CMOs Emerge As Emboldened Business Leaders

October 26th, 2021
Mike Proulx, VP, Research Director
Mike Proulx VP, Research Director
With contributors:
Keith Johnston , Dipanjan Chatterjee , Emily Collins , Thomas Husson , Jay Pattisall , Jen Sanning , Joe Stanhope , Shar VanBoskirk , Shynise McElveen , Rachel Birrell

Summary

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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