ABSTRACT
One of the most challenging aspects for global marketers is around the role and responsibilities, which seem to vary widely from organization to organization in terms of the functions that report into marketing, the balance between local and regional or global, and the level of connectivity with peers such as the chief financial officer and chief technical officer. Despite language differences, the web represents the most global of all channels and as such, should be centrally-led or coordinated, at least from an organizing principle, to ensure consistency in brand image, messaging, and reputation. Regardless of their home base, Chief marketing officers (CMOs) will need to market where they see the most opportunity for growth and expansion. And aspects of an organization's social 'graph' that is, how it engages with its audiences or its brand reputation will continue to transcend borders, making the global CMO role even more complex and challenging.
