The Fight for Growth and Relevance: Why Marketers Are Becoming More Important to Firms

How is marketing changing? How is the role for the CMO shifting? And when do marketers seem to matter more (or less)? In discussions with several CMOs, one thing is clear. The role, responsibility, expectations, and influence of marketing is changing. In some firms, it bodes well for marketers. In others, it doesn't. To get a more macro perspective on the shift taking place, I talked with Mike Distefano, the CMO for Korn Ferry