We are currently taking the theory into action with very ambitious goal. We are trying to work as a catalyst for change just as our book is intended to do. The Future CMO Movement is all about creating new kind of collaboration between industries that currently have very little in common but will contribute to common goal, corporate management change and managing with knowledge. See http://futurecmo.org for further information
When we considered this challenge corporate management is facing, we came to conclusion that CMO’s role will change profoundly. The CMO should be capable of offering the horizontal view of the market and deep understanding of the customers, their behaviour and motives. CMO’s should show the way in this ongoing change management and management change corporate wide. Here’s why:
CMO’s role is obviously too narrow if his silo is only responsible for advertising and promotions. Having the best view on the customer’s needs and perception, CMO should most certainly take responsibility for customer experience, product and service development/concepting. The Future CMO’s role is to be the catalyst for change and to provide the KPI’s to measure it.
CMO has a lot on his table and he can not do this alone. This movement is about supporting the management change and CMO’s. FutureCMO.org will be an open forum for sharing experiences, opinions, practices and cases.