Gartner Research

CMO Perspective: CMOs That Take Control of Customer Experience Deliver Growth

Published: 05 February 2018

ID: G00337021

Analyst(s): Augie Ray


Driven by C-suite mandate and market necessity, CMOs are championing customer experience across their organizations. This requires the CMO to act as chief customer officer — officially or not — and demands a new sphere of influence and changes to roles, skills and metrics within marketing.

Table Of Contents



  • The CMO-as-CCO Model Drives Brand Health
  • Think Like a CCO to Attract Internal Support
  • How to Think Like a CCO
  • Perform Like a CCO to Impact Profits
  • How to Perform Like a CCO
  • Embrace the CCO Model

What You Need to Do

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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.