Today's CMO / Innovating or following ?

• Innovators: These CMOs are in the minority. They champion a fully integrated approach to marketing that leverages cross-functional relationships and insights to engage customers, create perceived value, and generate a positive response to the brand and its proposition.
• Adopters: These CMOs, seemingly the majority, are not yet on the leading edge in accommodating or leveraging new dynamics in marketing strategy. While well aware of these dynamics, such as the increasingly common use of collaborative communications, they are struggling somewhat with a clear plan of execution that will deliver optimal benefits to their organization and customers