by Greg Paull and Shufen Goh
Digital transformation has changed the dynamic of the modern marketing playbook.
As entire business routes get disrupted, global marketers have had to balance leading their own functions with the overall transformation of their entire sector. Many CMOs are spending more on technology than their Chief Information Officers (CIOs) or Chief Technology Officers (CTOs). In this new environment, what can a CMO do to stay ahead of the curve?
This book seeks to answer that question, with the insights from interviews with 18 leading global CMOs responsible for taking their brands into the future across drastically different markets.
The brands represented in this book span several sectors, from CPG leaders such as Coca-Cola and Colgate-Palmolive; to financial giants like Mastercard, Bank of America, and Citi; to leading technology companies, including GE and Samsung. Even though they all face a different set of challenges, there are many common threads running throughout their interviews.
This is the playbook for building a modern marketing organization, straight from the CMOs themselves.