Infographic: CMOs Are Leading the Charge as Customer Experience Increasingly Requires Collaboration

Traditional CX is no longer enough to satisfy consumers

CMOs are uniquely positioned to drive collaboration, says Mish Fletcher, global head of marketing at Accenture Interactive. iStock Photo

As customer experience becomes more of a priority than ever for brands, marketers are finding that winning over, serving and satisfying customers is taking unprecedented levels of collaboration across functions, technologies, teams and partners. According to Forrester research commissioned by Accenture Interactive, 88 percent of marketing organizations agree that the central responsibilities of the CMO have changed in the past two years and are likely to continue to evolve. Part of that change is that CMOs are now taking the lead in driving collaboration across their businesses.

This story first appeared in the October 8, 2018, issue of Adweek magazine. Click here to subscribe.
@ejwander erik.wander@adweek.com Erik Wander is the digital features editor at Adweek where he oversees Adweek's Story Desk.
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