As the challenges faced by marketers continue to rise, so do their responsibilities.
A recent study by the Chief Marketing Officer Council, "Renovate to Innovate: Building Performance-Driven Marketing Organizations," has found that increasingly the CMO role has gone beyond brand agents and communicators to being change agents.
The study identified three essential ingredients for early success ranging from CEO mandate and support, a tightly coupled working relationship with peers in the C-suite, and early evidence of marketing's expanded role and contribution in driving business value.
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