Welcome to the Changing MO blog. Over the coming weeks I’ll be providing information about my new book, The Changing MO of the CMO – How the Convergence of Brand and Reputation is Affecting Marketers, as well as news and views on matters of change as it relates to marketing.
Interestingly, Forrester published a white paper last November entitled “CMO Mandate: Adapt Or Perish” which reported a staggering 75 percent of marketers planning to re-organize their function by the end of 2011.
One driver of change is the convergence of brand and reputation which is disrupting the marketing function. As a result, some CMOs are developing a new model of marketing which is detailed in the book. It should be read by all marketers charged with defining and implementing change.
Interestingly, Forrester published a white paper last November entitled “CMO Mandate: Adapt Or Perish” which reported a staggering 75 percent of marketers planning to re-organize their function by the end of 2011.
One driver of change is the convergence of brand and reputation which is disrupting the marketing function. As a result, some CMOs are developing a new model of marketing which is detailed in the book. It should be read by all marketers charged with defining and implementing change.
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