Gartner Research

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

Published: 05 February 2018

ID: G00337021

Analyst(s): Augie Ray

Summary

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

Upshot

Analysis

  • 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

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