Given a chief marketing officer's to-do list—brand building, demand generation, employee communications, crisis management—it's counterintuitive to add additional responsibilities. But that’s what Mika Yamamoto insisted on when she took the dual roles of CMO and chief experience officer at F5 Networks—an application services company with more than 5,300 employees in 43 countries and many Fortune 500 clients—one year ago.
Realizing that marketing is more effective with a fulfilling customer experience, Yamamoto—whose background includes GM and strategy positions—leapt at the chance to bring both roles together. For Yamamoto, the organizational challenge boils down to whether an activity removes friction or adds delight. And one of the strategies to managing her double duties has been radically simplifying measurement.
F5's Mika Yamamoto discusses the benefits of being both CMO and CXO on Ad Age.
Read the full Q&A on Ad Age: How Marketing Can Be More Effective with a Fulfilling Customer Experience
Listen to the Episode: Why CMOs Should Be CXOs Too
