How to Become a Transformational CMO: Rethink Your Category

Before you can enter DocuSign's San Francisco-based headquarters, you have to sign in, but not with the traditional pen and paper. Instead there's an iPad with a customized app to confirm with whom you are meeting, captures your email address and extracts a promise of non-disclosure via your electronic signature. Many Silicon Valley companies use a similar a tech-forward system; few do so as an unavoidable yet compelling demonstration of their actual business.