What’s in a name? For CMOs, that’s a complicated question. For decades, the title of chief W marketing officer was synonymous with heading up a company’s marketing division and being responsible for building a brand. Today, marketers aren’t just responsible for bringing consumers into a brand but also entertaining them and targeting them so they come back. And of course, the channels in which people can be marketed to have multiplied, thanks to the emergence of digital behemoths like Facebook, Instagram and YouTube.
All this has made for a landscape that’s both radically different from—and at the same time, fundamentally similar to—what it was 20 years ago. With data and digital playing a bigger role and traditional marketing becoming a smaller piece of the pie, CMOs are increasingly tasked with…
