Chief value officer: Reframing marketers' central role in the organisation

This article explains how the role of marketing in organisations is evolving and changing rapidly.

Chief value officer: Reframing marketers' central role in the organisation

Luc BardinStrategic Partnering Ltd

Marketing's role in organisations seems increasingly unclear A number of factors - technical, structural, new business models and others - have contributed to a situation in which marketing's traditional role has evolved and continues to change rapidly. But to what, exactly? Experienced CMO Luc Bardin analyses the current environment and identifies what the marketer's role should ideally be: chief 'value' officer.

This is both an intensely exciting and a daunting time for those of us in senior marketing roles. It's daunting because we need to...

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