On culture, capability, and technology in modern marketing transformation

Very often marketing teams are struggling to adjust to modern marketing. The Chief Marketing Officer (CMO) role is changing at the same rate as our customer expectations are changing. The expectation is on the CMO to not only drive the current lifetime value but also to identify the signals for future growth.

I recently had a conversation with CMO by Adobe, in which we discuss the evolution of the CMO role. Read the interview to learn about: leveraging the power of deep customer insights to support their journey; personalizing customer experiences at scale; marketing transformation as a continuous journey; the three pillars anchoring Microsoft’s own marketing transformation, and why the CMO really needs to be the transformative animal for themselves and for the company.