There's been much written on Gartner's predictions that CMOs will be outspending CIOs by 2017. All marketing technology spend is becoming focused on unifying the user experience. As experiences merge across channels it naturally follows that job titles will also get blurry - CMO,CXO,CIO become what? C'something' O? Which 'something' O is in charge of all this?

But out of the hazy visions of the future comes Jeff Rohrs CMO@YEXT with some roaring good sense. It is all about putting the user at the centre of everything.

Job titles are blurring across channels, whatever you call them, the person who creates the best and most unified customer experience is the one who holds the crown jewels.