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How CMOs can close the digital gaps

Professor of Marketing Christine Moorman explains why CMO's should support their digital marketing strategies with, not only digital marketing capabilities but jointly an organizational structure that can support these capabilities.

She elaborates by saying that leaders need to model an organizational fabric that "conceives of marketing and the management of customer relationships and brands entirely from a digital- customer interaction mindset."

One other notable mention, Moorman states that "digital should not be its own department" in that it can be implemented in a company-wide effort to measure value.


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