At the Social Shake-Up, I attended a panel called "How CMOs Drive Innovation and Revenue Growth," featuring speakers David Davidovic, President, pathForward, former CMO, Merck; and Tim Minahan, CMO, SAP Cloud and LoB, SAP. Jason Breed, Enterprise Social Business Lead, IBM, moderated this session, which explored how CMOs tie their strategy to revenue; marketing's involvement in development; how marketing can fit into a business holistically, and not as an advertising add-on; and how marketing should participate in business ownership. For highlights, check out this Storify of the live-tweeting that was going on during the panel.
An article from
The Social Shake-Up: How CMOs Drive Innovation and Revenue Growth
[&amp;amp;lt;a href="//storify.com/ShayMoser/how-cmos-drive-innovation-and-revenue-growth" target="_blank"&amp;amp;gt;View the story "How CMOs Drive Innovation and Revenue Growth at The Social Shake-Up 2014" on Storify&amp;amp;lt;/a&amp;amp;gt;]
Follow Shay Moser on Twitter