The CMO conundrum and the search for the unicorn marketer

How is the role of the CMO changing and evolving? With so much emphasis placed on the growth of digital, is the science of data more important than the art of marketing? And just what is expected of the future marketer?

In partnership with 28 national associations, global market research agency 2CV and the WFA conducted an online survey amongst 683 leading marketers from 31 countries around the globe. The survey design was further supported by in-depth interviews with 8 leading CMOs. This report outlines the findings of the research, what CMOs need to be mindful of, and how the WFA plans to help the industry going forward.

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