Defining the role of the CMO in the age of the empowered customer

In the age of the customer, the line between the marketing and customer experience disciplines has rapidly blurred. Relationships with customers feed the business and, as the organization's voice of the customer and brand steward, CMOs must play an instrumental role in architecting a new relationship between brand, customer experience, and marketing.

In this complimentary webinar, Cory Munchbach, analyst at Forrester Research, presents findings from her Jan. 2014 report “The Convergence of Brand, Customer Experience, And Marketing.”

Key takeaways include:

  • The Customer Experience Imperative and the convergence of brand, customer experience, and marketing
  • The value of consumer engagement in creating cohesion between these three disciplines
  • Why the CMO must serve as the architect to move their organization toward customer obsession

All attendees will receive the Forrester "The Convergence of Brand, Customer Experience, And Marketing" Report following the event!

About the presenters:

Cory Munchbach's research examines the technologies, data, and processes required to deliver a complete brand experience across the customer life cycle and, particularly, along the path-to-purchase. This work includes analysis of consumer behavior, implications for marketing and business processes, and the CMO's role in leading a customer-obsessed marketing organization.

Scott Anderson is a 20+ year tech marketing leader who specializes in bringing global companies into the digital age. He is a change agent that believes in the power of participation and the evolving role technology plays in connecting businesses with their customers.

In his current role as Vice President of Marketing at Bazaarvoice, Scott is helping some of the most noted brands and retailers to bring authentic customer conversations to the heart of their businesses. Anderson currently oversees integrated marketing communications, demand generation, field marketing and operations at Bazaarvoice.

Prior to Bazaarvoice, Anderson was VP of Global Marketing for a $54 Bn division at HP. In his role, Anderson led a number of global initiatives to evolve HP’s brand, drive demand, and build loyalty with customers around the globe. He was instrumental in defining and launching HP’s social strategy and approach. Prior to HP, Anderson held a variety of marketing positions at CNN International, Sun Microsystems, Agilent Technologies, Weyerhaeuser, and Herring Newman advertising.

Anderson is a frequent speaker at industry marketing events such as Syndicate, DMA Summit, Google, and Dreamforce. He has been named a top digital marketer by BtoB magazine two years running.

Defining the role of the CMO in the age of the empowered customer

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