Crisis, culture and costs: The new reality of the modern CMO

Gone are the days of the CMO as just brand storytellers.

Today, marketers are on the hook for risk, revenue and cultural fallout and the CMO role is being rewritten to require tech prowess, political fluency and defending the bottom line.

“We always joke that to be a CMO, you need to be a strategist, a storyteller and an operator today,” said Krista Dalton, chief marketing and digital officer of Tecovas, a shoe brand.

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