(CMO.com)
Allocating activities, greater perceived importance, prior experience in strategic planning are among the nine ways a chief marketing officer can make a difference to the business. These nine ways are tied to results of the “The CMO Impact Survey”—by former CMO Kimberly Whitler, an instructor at the Kelley School of Business at Indiana University, in conjunction with CMO.com—designed to generate insight into whether the CMO role—and its structure—positively or negatively affects a firm’s success and, if so, how.
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