As customer experience becomes more of a priority than ever for brands, marketers are finding that winning over, serving and satisfying customers is taking unprecedented levels of collaboration across functions, technologies, teams and partners. According to Forrester research commissioned by Accenture Interactive, 88 percent of marketing organizations agree that the central responsibilities of the CMO have changed in the past two years and are likely to continue to evolve. Part of that change is that CMOs are now taking the lead in driving collaboration across their businesses.
“In order to make CX [customer experience] core to every organization and every business decision, collaboration, both internally and across the partner and technology ecosystem, is essential,” said Mish Fletcher, global head of marketing, Accenture Interactive. “CMOs are uniquely positioned to drive this collaboration, with 90 percent of organizations viewing the CMO as the connective tissue between different lines of businesses. By fostering greater collaboration across the C-suite, technology ecosystem and agency landscape, CMOs can seize the CX agenda to drive business metrics, not just brand metrics.”