How CMOs Build Brands by Collaborating Across Silos
Harvard Business Review
MAY 31, 2011
To study that problem, I interviewed more than 40 CMOs and asked about silo issues and what works to address those issues and reported the results in the book Spanning Silos: The New CMO Imperative. As a consultant, the CMO group at VISA gives advice to the country teams on how to interpret and take action on tracking studies.
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