Forrester’s research director Keith Johnston has shared three things that the CMOs will focus in the coming year. This is based Forrester’s 2019 CMO predictions.

Johnston says, “In 2019, CMOs will tackle this perennial problem by returning to their roots and grounding CX efforts extensively with brand — even if it means undergoing a modern tech-powered rebrand. Brand will provide the much-needed oomph to differentiate experiences and endear customers as they make emotion-fueled buying decisions. Forrester’s 2019 CMO predictions conclude that:

  • CMOs will use the brand to catalyze enterprisewide cooperation. The C-suite isn’t always Kumbaya and campfires, but someone needs to keep the leadership team in constant alignment with the customer. Broken silos and command-and-control have no place in a world where consumers do not distinguish between marketing and experiences. CMOs will don the mantle of key facilitator of cooperation, as they require broad support to deliver against their brand promises everywhere”.

Predictions 2019: Brand Commands Renewed CMO Attention

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