Johnson: Insights on Tomorrow's CMO

Given the new environment, and given marketing is ultimately responsible for the customer experience and for driving sales,CMO is arguably the most important function currently undergoing change.

Tomorrow’s CMO has to be much more than the traditional brand and creative custodian. S/he now has a vast range of complex responsibilities that materially impacts all aspects of the business. As the focus and impact has changed, so too have the expectations around skills and competencies. In examining the core responsibilities and competencies of tomorrow’s CMO, they are increasingly looking like the CEO in waiting.

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