Marketing has become more than just marketing. With the explosion of communication channels , the chief marketing officer needs to truly understand the customer’s journey. Marketing is responsible for the brand and the customer experience is your brand. But marketing is not always at the frontlines of interaction with the customer. But it should be. Marketing needs to forge partnerships with sales, customer service, and product development. In order to deliver not only a great but specifically relevant customer experience, a collaborative process needs to be established from product development, to IT to marketing and sales departments that are “selling” the same message. Every CMO should ask themselves and their organizations the big questions. Why are we doing this? What’s the value to our cutsomer? And how will this add to our efforts?

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