CMO Rising: Reshaping the Role
Exploring the Criticality of Talent, Technology + Transformation
Chief marketing officers are being challenged to fortify their positions, expand authority and assert ownership of critical leadership roles in their organizations. They are surrounded by title inflation in the C-suite, with multiplying turfs and subdivisions of responsibility—including chiefs of revenue, digital, data, customer experience, relationships, insights and innovation. In many organizations, marketing still struggles for legitimacy and credibility.
While the appointment of a CMO sends the right signal, the credentials, character and capability of this emerging C-level executive member are of critical importance to internal acceptance and permanency. A true CMO must be the CEO-in-waiting, groomed in all aspects of the business and a true leader and value-setter for the organization. Many CMOs aspire to this role, but few make it to the corner office and even less serve on corporate boards. As the realities and requirements for a CMO are reflected in the selection and appointment process, this is likely to change.
Today’s increasingly complex, distributed and digitally driven marketing ecosystem is putting pressure on global marketers to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions. While digital marketing complexity is enormous—providing most CMOs with major transformation challenges—many are thriving on new customer insights and campaign measurement tools that make a strong case for marketing value, spend and sales pipeline contributions. They are collaborating at unprecedented levels with CFOs, CIOs and COOs, as well as establishing themselves as market experts, customer experience architects and well-informed global strategists.
While the appointment of a CMO sends the right signal, the credentials, character and capability of this emerging C-level executive member are of critical importance to internal acceptance and permanency.
A true CMO must be the CEO-in-waiting:
- Groomed in all aspects of the business
- A true leader and value setter for the organization
- Champion of and for the customer
Now is the time for the role of the CMO to rise—to be reshaped, redefined and recaptured by the business and brand leaders ready to take this new step.
The CMO Council is offering unlimited access for a single user to the 2015-2016 CMO Summit Video Library for $199 USD. The library contains un-edited views of all general session keynotes, panel discussions, as well as the culmination and output of the CMO Summit’s working group sessions that tackled issues ranging from reshaping the role of the CMO to redefining the core KPIs and impact metrics used at the executive level.