Gartner Research

CMO Perspective: Six Habits of the Modern CMO

Published: 28 April 2016

ID: G00300227

Analyst(s): Don Bulmer, Jake Sorofman, Ewan McIntyre

Summary

CMOs now own much more than the brand. They're expected to drive everything from profitable growth, to customer experience to business model innovation. Modern CMOs know how to adapt to these shifting expectations. This research describes the six habits of modern CMOs.

Table Of Contents

Upshot

What You Need to Know

  • Think Like a CEO
  • Master Customer Economics
  • Think Omnichannel, Act Multichannel
  • Actively Deliver on Brand Promise
  • Think Right Data, Not Big Data
  • Stop Talking About Digital

Analysis

  • Think Like a CEO
    • What You Need to Do
  • Master Customer Economics
    • What You Need to Do
  • Think Omnichannel, Act Multichannel
    • What You Need to Do
  • Actively Deliver on the Brand Promise
    • What You Need to Do
  • Think Right Data, Not Big Data
    • What You Need to Do
  • Stop Talking About Digital
    • What You Need to Do

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