Chief financial officers take on traditional CMO tasks using data and analytics to drive customer strategy

With the drive to improve customer experience a company-wide concern, the traditional role of the CMO is evolving to include the data-centric CFO as the driver of customer experience.
A combined study between Dunn & Bradstreet and Forrester revealed that 53% of finance leaders surveyed report being responsible or accountable for customer-focused initiatives. 
The report is based on 250 CFOs and EVPs of finance familiar with their organization’s use of data/anal