CMOs now find themselves with an expanded mandate to contribute greater value and measurable results, deliver exceptional customer experiences and drive a customer-centric corporate culture shift across the enterprise.  You’ll learn how CMOs from leading organizations:

  • Access market trends and act on data-driven insights

  • Use data and technology to identify customers' unmet needs

  • Create, share and actualize a dynamic customer-centric vision

By applying insights from ground-breaking CMOs around the globe, you’ll discover new ways to demonstrate value, sharpen insights with artificial intelligence and build customer-centricity through alignment and collaboration.

The role of the CMO is evolving into ‘Chief Experience Officer.’ We need to own the client experience from beginning to end, across the organization.

—Chief Marketing Officer, Financial Services, United States

Meet the authors

Carolyn Baird

Global Research Leader, Customer Experience and Design
IBM Institute for Business Value

Mani Dasgupta

Chief Marketing Officer, Global Business Services
IBM Services

Kelly Mooney

Chief Experience Officer
IBM iX North America

Robert Schwartz

Global Leader, Agency Services
IBM iX

Maria Winans

Chief Marketing Officer
IBM North America Marketing

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