How CMOs Build Brands by Collaborating Across Silos
Harvard Business Review
MAY 31, 2011
What, then, will achieve that objective? Define the role of the CMO team as facilitator, consultant, or service provider — not a central consolidator and decision maker (at least, in the absence of crisis). In fact team building can be the primary objective. How will we advance the ball? Five suggestions: 1.
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