Summary
As empowered customers take control of their relationship with brands, CMOs must redefine their organization in the form of a marketing operating system (MOS) that best supports the full customer life cycle. A MOS-based organizational design requires roles that don't exist in today's marketing structure. This report is an update of a previously published report and defines the new roles that CMOs need to turn marketing from a set of silos into a smooth-running operating machine. Forrester reviews and updates its research periodically to ensure continued relevance and accuracy. This revised edition includes additional supporting research.
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