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Since 2012, Merkle’s Imperatives Series has served as the CMO’s guide for creating competitive differentiation through marketing strategies that revolve around your most important asset: your customers. And as data and technology advancements emerge at an ever-increasing pace – and consumer expectations follow suit – it’s no longer all about the CMO. This year’s Imperatives have expanded and are a guide for CMOs, CEOs, CTOs, CIOs, COOs; in fact, the entire C-suite, all of whom are on the hook for owning and maximizing the total customer experience.