The CEO’s Guide to Marketing  cover image

The one with Visa CMO Frank Cooper about predicting and interpreting outcomes.

The CEO’s Guide to Marketing 

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Navigating the CMO's Complex Role

This chapter examines the critical role of a Chief Marketing Officer and the need for collaboration across various departments to achieve marketing goals. It discusses the challenges of establishing a unified vision amidst diverse stakeholder interests and the dual nature of marketing as both a powerful driver and a constrained discipline. Through industry examples, the chapter emphasizes the importance of strong marketing strategies, storytelling, and resource allocation in fostering sustainable growth and corporate success.

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