Gartner Research

CMO Perspective: Influence Customer Experience Beyond Your Sphere of Authority

Published: 04 July 2017

ID: G00320093

Analyst(s): Augie Ray

Summary

Many CMOs' sphere of influence is limited to activities directly managed by the marketing department, but the growing expectation that CMOs lead customer experience (CX) demands a wider domain. This research offers ways for CMOs to extend their influence and bring CX benefits across the company.

Table Of Contents

Upshot

Analysis

  • Influence Through Formal Authority
  • Influence Through Data
  • Influence Through CX Processes
  • Influence Through Budget

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team
  • Gartner Recommended Reading

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