Both Sides Now

CMOs who hope to keep their jobs must use both the left and right sides of their brains, according to Forrester's 2017 Predictions.

Those who can't—the "analytics-only" and the "brand-only" CMOs—will be pink-slipped.

A CMO's right hemisphere "designs experiences to engage customers." Her left "masters technology and analytics to deliver personalized, contextually rich experiences."

“'Whole-brained' CMOs are in the minority—but they will soon be the competency standard for both B2C and B2B companies," the report says.