CMOs: To Grow Brands, Stop ‘Top-Down Silos’

No more trickle-down leadership theories, CMOs. New research shows brands that thrive do so when teams work together.

“Brands experience greater revenue growth when companies use a networked marketing structure with cross-functional teams,” reads Thursday’s announcement from the Association of National Advertisers about its research.

The ANA found CMOs could reorganize brands in these ways:

• Own and Manage Touchpoints. The marketing team needs to know about, understand, and have the ability to manage all the high-impact touchpoints that form the customer experience.