Why The Future Belongs To CMO Collaborators

The CMO must be closely connected to internal teams and the consumers they serve

- Jeannine Falcone

The changing role of the chief marketing officer has been the talk of the proverbial town for nearly a decade. But given the frenetic pace of change in our industry under the influence of data and technology, the role of senior marketers is only just beginning to evolve.

The digital era changed the game forever, presenting opportunity on a grand scale and bringing intimacy and authenticity to the connections we have with our customers. Great customer experience starts with empathy and understanding of the customer, and one member of the modern C-suite sits at the nexus of every consumer touch point: the CMO.

CMOs have always behaved as connectors. And the ability to create and maintain those critical connections— inside the C-suite and among internal teams, with technology partners and agency allies—has ushered in the era of the CMO collaborator. They’re able to see the gaps in delivery or the places customers’ needs are not being met and tailor better experiences through partnership and close collaboration— all with a singular focus on ensuring brand promises come alive through every interaction.

The new battleground