A New Playbook for the CMO: Corporate Purpose

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Laura Gentles
Rachel Webber
Callie Schweitzer
Tessa Wolf
Michelle Harmon-Madsen

Amid the twin crises of a pandemic and racial injustice, the job of CMO is more challenging than ever before. Yesterday’s CMOs pushed product and ran ads; today’s CMOs have evolved to carry the mantle of corporate purpose. In an audience of belief-driven buyers, social good is no longer a luxury, but a table-stakes requirement – requiring CMOs to be change-makers and agitators both within and outside of their organizations. How can today’s CMO best navigate this climate?