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Improve Your Marketing to Grow Your Business: Insights and Innovation that Drive Business and Brand Growth by Jeff Saperstein, Hunter Hastings

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Chapter 12. The New CMO

• Why must the CMO become a marketing technologist and integrate brand experience into enterprise operations?

• How can IT create greater brand value?

• How can IT build and leverage global B2B accounts?

• How can IT provide consumers with “benefits on demand”?

The Marketing and IT Functions Merge: Chief Marketing Officer

Chief Marketing Officer (CMO) is a relatively new title in the C-Suite. The definition and job content vary in different companies. There are no accepted industry standards.

We observe there is a correlation between the defined role of the CMO and the organization’s perception of the role of marketing.

If we think of the range of CMO styles as a continuum, there are two anchor points:

Marketing activation ...

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