Last week, I attended the CMO Summit in San Francisco, and this week my colleague Cesar Brea and I presented at CMO Club in Boston. Our focus was a framework for engagement — defining “structured collaboration” as a sort of a brandprint for identifying and filtering
In both venues, questions arose about the changing role of marketing in the Web 2.0 environment. CMOs today face huge challenges: rapidly shifting channels, ever shorter tenures, interaction with IT as technology becomes core, and managing relationships with legal (which are captured beautifully here by David Armano). In addition, some cultural barriers remain in transitioning from brand command-and-control to a brand experience shaped by the ever-widening concentric circles of social media.