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Marketing has always been about evolution and innovation, but today marketers are experiencing the fastest rate of change ever – in channels, audiences, technologies and disruptive new competitors. It’s not a surprise that some marketers are getting nervous – not only about the future of their organisations, but of their very careers, too. They point to short tenures and a growing number of once-mighty brands that are suffering, or in extreme cases, dying.
But there is also a growing body of modern CMOs who have become closely attuned to where business and marketing are going, and they are taking steps to recast the very definition of the CMO role. They’re building new skills and capabilities forging new alliances, and assuming leadership in areas they previously avoided. They are setting the broader transformation agendas for their departments, their companies and for their own careers.