The Digital CMO

I just read 5 Things Digital CMOs Do Better published by Harvard Business Review. It's rare that I read an article like this and agree equally on all points made. Is there one that you think is most important for a CMO in the digital age? I do think that CMOs today are adept at using data to target and measure and that the majority of marketing organizations are aggressively testing to continuously refine and improve performance. However, there is still much upside in marketers shifting from a channel-centric approach to a more consumer-centric approach.