CMO Transformation Agenda: Winning in Digital Marketing

Dominic Field Raj Sandhu David Ståhlberg Johan Eriksson

It’s a whole new game for chief marketing officers (CMOs). The combination of digital technologies and innovative retail businesses has totally transformed consumers' shopping behavior. And the game keeps changing. While companies are building strategies for desktops and laptops, consumers are switching to mobile devices and apps. CMOs have two options: turn digital marketing into a competitive advantage or allow it to become a competitive disadvantage. Those who want to win need to rethink their strategies, tools, and organizations. In many cases, they need to transform the way they approach their roles. Here's a game plan for adapting to the digital age.

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