McKinsey Quarterly has an excellent article on the changing role and expansion of marketing.

The old organization no longer works. Integrating brand, touchpoints and data is more critical than ever.

The CMO role is growing in importance. Consider what a person in the role of  “Director of Customer Engagement” might bring to the party.

For starters, think about the cost of client acquisition and the value of customer retention. There are new tools and new methods to make this happen.

But, they do not fit within the traditional marketing and sales department organization.

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