As the Industry Evolves, It’s Time for CMOs to Act Like CEOs

They're not delivering ROI that their CEOs want and need to adapt their strategies

CMOs need to adapt to a changing environment and take new stances and positions, similar to a CEO's. Getty Images

Gartner’s prediction that CMOs will outspend CIOs on technology is now a fact: CMOs will use 12 percent of their company’s revenue on marketing technologies in 2018.

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Sharat Sharan is the co-founder, president and CEO of ON24 Inc.