Future Tense: The Global CMO

The chief marketing officer (CMO), a title that barely existed 15 years ago, is under increasing pressure to keep pace with rapidly changing digital media and new markets with shifting demands. Global CMOs must determine how worldwide initiatives differ from those executed in local markets, co-ordinate partnerships with complementary organizations, reallocate budgets to address new opportunities quickly and continue to prove their overall relevance to the business. All of this while dramatic changes in technology, consumer behavior and the media landscape (principally, the evolution from print and broadcasting to digital media) are altering how companies think about delivering their products and services.