Despite dramatic changes in the discipline of marketing, today’s marketers are failing at their jobs, claims a new Forrester report. The report, titled “The New Model for Modern Marketing”, recommends that chief marketing officers (CMOs) should be the ones to drive a different business model, one with a clear focus on introducing a new mindset and processes, and focusing on a different kind of talent and insights. Customer obsession, says the report, should form the basis of this new model and, as such, marketers need to look at taking on responsibilities such as customer understanding, brand strategy and brand experience. Traditional marketing methods focus largely on the sale of the product or service and on sales success. Brand autocracy is crucial to this model – while the report does not argue the inherent value of the brand, it does point out that in the age of the consumer, brands should accommodate customer values) – as are many day-to-day details. As such, the report mainta...

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