Key Issues, Trends and Opportunities at the Intersection of the Modern Chief Marketing Officer and the Connected Customer

At the dawn of a new decade, chief marketing officers need to decide what kind of marketer they need to be. Will they remain the storyteller-in-chief, focused on brand, even if just for branding’s sake? Will they retain the language of attack and violence of targeting and campaigns? Or will they submit to the science of data, only making decisions that can be absolutely proven by data and justified by metrics? Or will a new type of leader emerge—one who is focused on growth through engagement, shaping decisions through intelligence and championing experiences that are both creative and contextual?

This report examines the key trends and market factors shaping the role of the chief marketing officer in a new era of authentic marketing—from the key market factors that have forever changed the foundational role that marketing plays for the modern enterprise to the new trends threatening the very role itself. The modern CMO will need a new toolkit, new co-conspirators and allies, and a new endgame direction to drive sustainable growth as customer expectations shift and the economy drives expansion and opportunity.

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