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Some of the world's biggest brands have disrupted or eliminated the CMO role as it has evolved from a long-term brand building role into a data-focused operator role. The transition has placed the highly coveted title at risk of extinction. That's according to a report from Forrester entitled "Predictions 2020: CMO."

hiring 1977803 1920aln a blog post about the report, Keith Johnston, VP, Group Director, argues that CMOs must take control of the CMO role before it is minimized or dissolved. One of the biggest challenges facing CMOs is how to stand out from the pack.

2020 is the year in which the CMO title will have to prove its worth and relevance, according to Forrester. It is highly probable that the title might disappear and be absorbed by another executive title at many more organizations. Those who fully grasp their role will have the best chance at survival. Chief marketers who do succeed will need to:

  • Master the art of not just selling, but also building continuity on budget and with authority.
  • Help their brand rise above the restrictions of marketing and use the brand as a tool for growth.
  • Become story makers. Customer experience is extremely important and customers will be the faces of products. Firms that place customers at the center of their values, experiences, and processes will have an advantage.

Being a CMO in 2020 will mean selling products that are led by customers.

Read a blog post about the report on the Forrester site, or get more information about the full report here

Last modified on Saturday, 04 January 2020
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