Marketers have been wringing their hands for years now about changes in marketing practice, digital skill gaps, and CMO job insecurity. Example: this recent AdWeek tweet sharing data on CMO tenure in various industries.
Much of current practice, at least in cloud-based services, revolves around iteratively building and optimizing an end-to-end journey, from discovery to conversion and retention. That often relies on tightly coupled teams collaborating continuously to improve the customer experience. Organizational silos and external resources make this far more difficult. Which begs the question… could the turmoil be correlated with how much a CMO relies on traditional advertising agencies? :-0.