How marketing can be more effective with a fulfilling customer experience

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.