Why the Future Belongs to CMO Collaborators

Opinion: They must be closely connected to internal teams and the consumers they serve

The digital age has shifted the CMO's role to juggle more. Getty Images

The changing role of the chief marketing officer has been the talk of the proverbial town for nearly a decade. But given the frenetic pace of change in our industry under the influence of data and technology, the role of senior marketers is only just beginning to evolve.

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This story first appeared in the October 8, 2018, issue of Adweek magazine. Click here to subscribe.
Jeannine Falcone leads the marketing offering for Accenture Interactive in North America, where she oversees marketing professionals across marketing consulting, creative and strategy, digital marketing, personalization, experience optimization and marketing services.