This book will help C-level executives and others who interface and collaborate with marketing departments to understand how marketing drives growth at both startup and enterprise levels, and how marketing has moved from art to science. Trends in digital marketing, analytics, and marketing automation have pushed marketing to adopt data-driven approaches that would make a CFO's head swim.

Marketing increasingly overlaps with business functions that were previously viewed as separate and distinct like sales, HR and recruiting, customer service, operations, and technology. This change in the status quo requires individuals in these roles to better understand how marketing works and how it can help them achieve their objectives, and the interviews in this book deliver those insights.

Who should read this book:
- CMOs, other marketing executives, and aspiring marketing executives
- C-level executives
- Advertising execs, media planners, public relations professionals, digital marketers, and other marketing professionals
- Advertising agencies and marketing and PR firms
Entrepreneurs
- All others who interface with marketing functions in their own roles.

What the reader will learn:
- How chief marketing officers from leading corporations, nonprofits, government entities, and startups got to where they are today, what their job entails, and the skills they use to thrive in the CMO role
- How top marketing executives adapt to changes impacting their jobs in the areas of technology, language, and culture
- How the CMO works in an environment of ever-increasing collaboration where the roles of CEO, CTO, COO, and CMO are blurring
- How the CMO role is now dominated by data rather than gut decisions.

Publisher: Apress (August 5, 2016)
Language: English
ISBN-10: 1484219309
ISBN-13: 978-1484219300