Gartner Research

CMO Perspective: The CMO as Chief Customer Officer

Published: 18 May 2016

ID: G00300390

Analyst(s): Jake Sorofman, Augie Ray


Driven by C-suite mandate and market necessity, CMOs must lead and champion customer experience across the organization. This requires the CMO to act as chief customer officer — officially or informally — and embrace a new mindset, skill set, sphere of influence and strategic path toward results.

Table Of Contents


What You Need to Know

  • The CMO-as-CCO Model
  • Thinking Like a CCO Attracts Internal Support
  • Performing Like a CCO Impacts Profits


  • Embracing the CCO Model
  • How to Think Like a CCO
  • How to Perform Like a CCO

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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