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6/21/10, Ad Age
Marketers Will Need Not Just Digital Dexterity but Firmer Grasp of Overall Business
Once, chief marketing officers built brands. Now, their primary duty is communicating what the brand means for the financial well-being of the firm — and they are going to need to be increasingly skilled at that going forward.
Marketers of the future “are going to have to speak the language of the rest of the organization,” said David Reibstein, professor of marketing at the Wharton School. “Historically, CMOs have been very good about building brands and a lot of the types of measures that one would look at within marketing, but that’s no longer going to cut it.”