“There is no playbook for how marketing is working today,” said Mark Singer, chief marketing officer at Deloitte Digital.
Successful CMOs have to be “entrepreneurial and very comfortable in ambiguity,” Singer said. That requires a kind of bravery, he said, not only about trying new things but also being ok knowing that not every experiment is not going to pay off.
Singer said that CMOs are in a position to be the next CEOs, “because they are the ones really looking across the organization helping to shape what works,” especially as early adopters of AI tools and strategy.
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