How CMOs Build Brands by Collaborating Across Silos
Harvard Business Review
MAY 31, 2011
As a consultant, the CMO group at VISA gives advice to the country teams on how to interpret and take action on tracking studies. All these roles can lead to a seat at the strategy table, an invited seat rather than one forced on the silo executive teams, and to opportunities to link silos both strategically and tactically.
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