The leading marketing companies teach and expect their brand marketers to holistically drive the P&L, which is ultimately what creates more capable, enterprise-wide leaders, according to the 2016 survey.
It's like LinkedIn for consumer packaged goods, but instead of posting a resume, the companies are posting a product proposal verified by consumer insights data.
This is the new reality in the digital economy, where consumers expect to get what they want, right at the moment they want it--and its put significant pressure on CG companies to transform the role of IT.