“CMOs build bridges between brands and customers, giving purpose to internal transformation while demonstrating to the rest of the C-suite the ROI in doing so,” Solis said.
While CMOs don’t typically lead R&D efforts, they are at the forefront of digital transformation and driving CX initiatives to compete for connected customers.
“Innovation centres connect to outside ecosystems and introduce new value by solving problems and creating opportunities. There’s still a lot to learn, but what’s clear is that no one solution is enough,” Solis said. “Companies must continue to invest in pilots that help teach stakeholders through trial and error how to compete differently.”