The pioneering CMO: CMOs as agents of change in the C-suite can drive significant business growth

Glen Hartman

Details the rapid transformation in the role and purview of the chief marketing officer.

The past decade has seen rapid transformation in the role and purviewof the chief marketing officer. Several dynamics have triggered this shift, including mounting-yet-fluid expectations from the CEO and the digitization of everything, which demands brands now provide a seemingly 24/7 omnipresence. In short: a tough job has gotten tougher.

However, recent Accenture research says a select group of elite CMOs are thriving in this current environment by staying ahead of digital disruption, rebooting tired marketing cultures, and fostering collaborationacross their organizations. This research, which surveyed 935 CMOs and 564 CEOs across 12 countries and 17...

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