ln a blog post about the report, Keith Johnston, VP, Group Director, argues that CMOs must take control of the CMO role before it is minimized or dissolved. One of the biggest challenges facing CMOs is how to stand out from the pack.
2020 is the year in which the CMO title will have to prove its worth and relevance, according to Forrester. It is highly probable that the title might disappear and be absorbed by another executive title at many more organizations. Those who fully grasp their role will have the best chance at survival. Chief marketers who do succeed will need to:
- Master the art of not just selling, but also building continuity on budget and with authority.
- Help their brand rise above the restrictions of marketing and use the brand as a tool for growth.
- Become story makers. Customer experience is extremely important and customers will be the faces of products. Firms that place customers at the center of their values, experiences, and processes will have an advantage.
Being a CMO in 2020 will mean selling products that are led by customers.