首席营销官，负责与企业相关的所有营销问题，是企业营销部门的最高统帅。因为不掌握具体的企业运作资源，又要达成具体的目标和业绩，CMO这个岗位要求具备很高的协作和沟通能力。

「应用场景」

市场营销面临着一个特殊的挑战，因为客户互动传统上被认为是其领域。然而，许多最重要的互动点往往不属于营销部门。为了满足组织对跨业务部门整合体验的需求，许多首席执行官设立了新的角色，如首席数字官、首席体验官、首席客户官或首席增长官。这种将客户参与的责任扩大到营销以外的做法，对CMO的未来角色增加了不确定性。

Marketing faces a particular challenge since customer engagement has traditionally been considered its domain. However, many of the most vital points of interaction are often not owned by marketing. To meet the organizational need for integrated experiences across business units, many CEOs have created new roles like Chief Digital Officer, Chief Experience Officer, Chief Customer Officer, or Chief Growth Officer. This expansion of responsibility for customer engagement beyond marketing raises questions for the future role of the CMO.

为了更上一层楼，CMO需要在整个企业中培养新的看法和期望。大多数营销者认识到，营销远不止是开展活动和管理品牌标识。但该组织的其他人，包括大多数首席执行官，还不知道这一点。首席营销官需要将营销定义为客户体验的协调者，并证明营销不是成本中心，而是收入来源。

In order to move up and over, CMOs need to foster new perceptions and expectations across the enterprise. Most marketers recognize that marketing is much more than running campaigns and managing brand identity. But the rest of the organization doesn’t know this yet, including most CEOs. CMOs need to define a broader vision for marketing as the orchestrator of the customer experience and prove that marketing is not a cost center but a revenue generator.