Consumers want more than just products and services. They want experiences. For many organizations, regardless of industry, reorganizing around this mandate is at the top of the agenda. And make no mistake: This is a companywide endeavor that includes chiefs of marketing, customer, technology, digital, and more.

1. 9BestPracticesForMaking
ExperienceYourBusiness

2. Companiesarelaser-focusedon
providinganewlevelofdigital
experience fortheircustomers.
ismarketing-ledmakeover
requiresstrategic,cultural,and
organizationalshisthatstartat
theverytopoftheorgchart.

3. Marketingleaderssharedthefollowing
bestpracticeswithCMO.com.
Inotherwords,changesmusthappen
internallyifacompanyistorealizethe
magicofdigitaltransformationthrough
theeyesofitscustomers.Whatdoessuch
arestructureentail?

4. RishiDave
CMO,Dun&Bradstreet
InvestInHeartsAndMinds
“Cultureisincrediblyimportantwhenyou’retrying
tobedigitallydriven.Wewantpeoplewhoare
comfortabletryingnewthings…whoareexcited
byroadblocks.”

5. PeggyChen
CMO,SDL
ThinkBig
“It’sessentialtodenethebrandbeforebuildingadigital
experiencestrategy. ismeanstrulyunderstandingwhowe
areasacompany,whatwedo,andwhywedoit.”

6. ClintPoole
CMO,Lionbridge
DeliverShort-TermWins
“Manydigitaltransformationactivitieshavelong
developmentcyclesoralongtimetoimpact.Ourapproach
hasbeentomapoutalloftheprogramsandinitiatives,
thenprioritizetheexecutionthatbalanceslong-and
short-termresults.”

7. NormYustin
ExecutiveDirector,RussellReynoldsAssociates
BuildFunctionalBridges
“Digitalexperience-drivencompaniesshould
considermorecircularorgcharts,withtheCMO,
CFO,andCOOsurroundingthecustomer.CMOs
can’tliveinabubbleanymore.”

8. AmedeHungerford
CMO,DellBoomi
WorkTowardCommonGoals
“Oneofourbestpracticeshasbeenworkingdirectly
withourcustomer-facingsalesleaderstobeer
understandthebuyerjourneyanddesignthebest
digitalexperiencepossible.”

9. MerijnteBooji
CMO,Genesys
TurnEveryoneIntoATechnologist
“Newtechnologieswillredenebusinessoperations,
butmoreimportantly,theywillredenetheway
companiesengagewiththeircustomers.”

10. KarenEisenbach
ChiefBusinessMarketingOfficer,Voya
BuildAgile—NotAnnual—Plans
“Wearetransforminghowweengageand
interact–breakingthroughhierarchiesand
breakingdownsilos.”

11. PaulGo segen
SVP,ChiefMarketingandStrategyOfficer,
Mindtree
IntegrateEverything
Combiningsalesandmarketingsystems,synchronized
inrealtime,“allowsustocreateandanalyzecustomer
experiencesfrom[all]perspectives.”

12. RishiDave
CMO,Dun&Bradstreet
Test,Learn,Scale,Repeat
“ ebiggestthingIlearnedwasthe
importanceofdataandanalytics:making
surethatdecisionmakingisdata-drivenand
measuringimpactofchangesyou’redriving.”

13. Formore,read
ToBeAnExperienceBusinessRequires
OrganizationalAndCulturalShis