2018 Forrester报告：CMO角色重塑｜从品牌到客户体验的转变

报告摘要

过去十年，企业认识到卓越客户体验驱动增长，CMO职责已从品牌管理扩展到跨组织合作者。本报告由Forrester Consulting为Accenture Interactive撰写，提出'CMO Collaborator'概念，强调CMO需治理全渠道体验、领导变革以驱动世界级体验。内含关键建议：重塑增长目标、引入数字/体验高管、协同各部门。适合CMO、市场营销高管、企业CEO、客户体验负责人及战略规划者参考。

📋 报告目录

1. Executive Summary
2. The Shift From Brand To Customer Experience Has Changed The CMO Remit
3. The CMO Collaborator Must Govern Experiences Across The Entire Organization
4. CMO Collaborators Can Lead Change And Drive World Class Experiences
5. Key Recommendations
6. Appendix