2018全球最具影响力CMO研究报告（英文）

The World’s Most Influential CMOs2018IntroductionReport at a GlanceThe World’s Most Influential CMOs 2018Understanding InfluenceThe Top CMOs of 2017The Evolution of InfluenceThe Value of InfluenceSocial Engagement on the RiseWho Influences the Influencers?Getting to Know the CMOsMethodologyEndnotesAcknowledgements34567912141718454748Table of ContentsTABLE OF CONTENTSFORBES: THE WORLD’S MOST INFLUENTIAL CMOS 2018 // 2IntroductionThe World’s Most Influential CMOs 2018 is more than a list of talented, innovative marketers: It’s a revealing snapshot of the tectonic shifts Chief Marketing Officers face today and a portrait of the most effective strategies for addressing these challenges.This year’s report shows how forward-thinking marketers are grappling with three profoundly intertwined questions:HOW HAS THE RELATIONSHIP BETWEEN BRANDS AND CUSTOMERS CHANGED?Leading CMOs know that it’s increasingly what customers say (not what the company says) that defines a brand’s reputation. As Michelle Peluso, CMO of IBM, noted last year, “social has completely flattened the relationship and empowered customers in previously unimaginable ways.” CMOs recognize this and are using these new channels to reimagine their marketing strategies and become more customer-centric.From Kristin Lemkau’s selective approach to online ad placement for JPMorgan Chase to Julia Goldin launching LEGO Life, a social network for kids to share their creations, the most influential CMOs lead digital transformation with a customer-first mindset.HOW CAN BRANDS OFFER THE VERY BEST CUSTOMER EXPERIENCE?Customer experience is now a core part of the CMO role, and no wonder: According to Gartner, 89% of companies now compete primarily on customer experience. “The CMO plays a critical role in shaping the customer experience because it is part of the brand-building process,” Verizon’s Diego Scotti told Forbes last year. “Getting the brand and customer experience right is truly a team effort across the board.” From Dean Evans’ reimagining of car buying at Hyundai to Marc Mathieu’s bold bid to get Samsung customers to use their phones less, top CMOs are championing the voice of their customers and aligning their organizations around better customer experiences.HOW CAN BRANDS BECOME MORE HUMAN AND APPROACHABLE?Customer expectations have changed. Four billion people are now online, connected like never before, sharing their likes and dislikes in real time. Brands need to function at that same speed, making one-to-one human connections — and doing it on a massive scale. Top CMOs have responded to that challenge by embracing customer care, leading values-driven campaigns, and developing their own distinctive voices.From SAP’s Alicia Tillman partnering with UN Women to encourage female tech entrepreneurs to Tom Herbst championing accessible outdoor spaces at The North Face, CMOs aren’t afraid to raise their voice or take a stand — because that’s how they connect and build trust with their custom