Jessica Goodfellow
Oct 29, 2019

CMOs face ‘final desperate fight for survival’ in 2020: Forrester

CMOs need to take control of the entire customer journey, invest in participatory purpose-led experiences, and become more strategic in technology spend to secure their future, the firm suggests.

Following a year in which dozens of high-profile brands have eliminated CMO positions, Forrester is predicting 2020 will bring a “desperate fight for survival” for the chief marketing position, with those who remain expected to take on an ever-widening remit.

The CMO role has transformed from a “long-term brand-building growth captain to a quarter-disciplined and data-focused operator” over the past two decades, Forrester said, a “painful transition” that has caused some of the top global...

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