©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
The chief marketing officer’s job has never been an easy one, and in the last three years it has turned particularly difficult. Since the downturn of 2008, CMOs have had to adapt to extreme market volatility, pervasive customer uncertainty and ongoing cost-cutting. Now, however, the word is coming down from the CEO: Growth is back at the top of the list. While that means more opportunity for CMOs, it also means more pressure, along with a scramble to get the right people, processes and tools in place to re-charge the growth engine.
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