What Does the Ascent of the Chief Purpose Officer Mean for CMOs?

Some CMOs see an opportunity to play a much more integral role for the organization — others are not convinced

By Matthew Schwartz

The proliferation of chief purpose officers provides CMOs with a lot more runway to boost the value of marketing throughout the company. But as they bring their company’s brand purpose to life, marketers must take the long view and be careful not to slip into ad-mode. They also need to collaborate with other business units on the best path forward.