重新思考CMO的角色（英文）

A Forrester Consulting Thought Leadership Paper Commissioned By Accenture InteractiveOctober 2018Rethink The Role Of The CMOThe Remit Of The CMO Has Changed — Behold The CMO CollaboratorTable Of ContentsExecutive SummaryThe Shift From Brand To Customer Experience Has Changed The CMO Remit The CMO Collaborator Must Govern Experiences Across The Entire OrganizationCMO Collaborators Can Lead Change And Drive World Class ExperiencesKey RecommendationsAppendix12 6 8 1213ABOUT FORRESTER CONSULTINGForrester Consulting provides independent and objective research-based consulting to help leaders succeed in their organizations. Ranging in scope from a short strategy session to custom projects, Forrester’s Consulting services connect you directly with research analysts who apply expert insight to your specific business challenges. For more information, visit forrester.com/consulting. © 2018, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. For additional information, go to forrester.com. [E-35536] Project Director: Sarah Brinks, Market Impact Consultant and Tarun Avasthy, Market Impact Consultant Contributing Research: Forrester’s CMO Professionals research group and Forrester Strategy ConsultingExecutive SummaryBusiness goals have shifted and now everyone is responsible for driving growth across the organization. Over the past decade, organizations have realized that providing great experiences drives business growth. Therefore, they have begun to respond with the introduction of more titles to the C-suite alphabet soup: “growth, digital, experience, and customer,” to name a few. However, many firms are not succeeding in delivering great experiences due to the one role that is missing: the chief collaborator. The chief marketing officer (CMO) is positioned perfectly to adopt these responsibilities by evolving their role to become the CMO collaborator. This will enable them to drive unparalleled levels of collaboration across the entire organization without adding another unnecessary C-suite title. The accelerating pace of change creates a wide range of potential new priorities for CMOs by reframing their mindsets to the new remit, enabling CMO collaborators to fill gaps left by others in the C-suite. This new remit enables more control in shaping the organization’s brand whilst actively pulling together different departments to embrace customer obsession as the driving force to develop closer connections and growth across the organization.In February 2018, Accenture Interactive commissioned Forrester Consulting to evaluate the current and future role of the CMO in building and delivering e