DEFINE & ALIGN THE CMO
Taking a Measure of the Chief Marketing Officer |
|
 |
 |
 |
 |
 Just what does it take to be a Chief Marketing Officer? Despite the rising popularity of the CMO moniker, this is a serious and fundamental question that remains unanswered at many of the companies that have adopted the title for their senior marketing executives. Ironically, all the hyperbole – combined with a real lack of definition and a failure to align qualifications with business expectations – threatens the very viability of the Chief Marketing Officer as a meaningful and critical position.
The CMO Council’s Define & Align the CMO study aggressively explores the role, responsibilities, and future outlook of the CMO as well as their similarly-titled senior marketing executives. This thought leadership initiative encompasses qualitative interviews with CMOs and chief executive officers and quantitative surveys of search firm executives, company board members, and high-level marketers—nearly 1,500 study participants.
To create a 360-degree view of the CMO position, a variety of qualitative and quantitative research was employed:
- A survey conducted by the CMO Council auditing the perspectives of 36 top executives from leading global executive search firms
- A survey conducted by the CMO Council and fielded to over 1,200 marketers, 255 with the Chief Marketing Officer title, across a wide variety of industries and company sizes
- A survey fielded with the help of media partner Corporate Board Member magazine, of over 300 C-level executives and corporate board members
- Qualitative interviews with 40 Chief Marketing Officers, conducted by the CMO Council
- In-depth profiles of 5 senior level marketers whose backgrounds, expertise and responsibilities within their organizations define key attributes of the role
The complete 82 page “Define & Align the CMO” Report captures this extensive quantitative feedback and qualitative insight and presents a compelling narrative addressing All You Need to Know About the CMO, When You Know You Need a CMO, and How to Grow a CMO; the Report also includes Detailed Findings from the 3 surveys conducted (with executive search firm principals, CEOs and Board members, and senior marketers), topical insights from CMOs on a range of relevant topics and issues, and the CMO Council CMO Scorecard.
The complete Final Reportis available for purchase for $295 with a complimentary executive summary also available for download. |
|
DESCRIPTION
METHODOLOGY
SPONSORS
ALL PROGRAMS
DOWNLOAD REPORT |
|
METHODOLOGY
The CMO Council has conducted comprehensive interviews with over 35 (and counting) top marketing executives across a range of industries in both the business-to-business and business-to-consumer spaces. Those industries include technology, travel, retail, telecommunications, media and more. The interviews, each about 45 minutes to an hour long, provided valuable insights into the position of chief marketing executive. From those interviews, the quantitative survey instrument was crafted.
Three separate quantitative surveys are being conducted:
- Current CMOs for organizational, operational and performance insight, plus executive VP and VP-level marketers for insights into their CMOs as well as their own aspirations for the position
- Members of corporate boards of directors for high-level insights and perspectives on the CMO
- Executive recruiters for insight into CMO employment trends and requirements
|
SPONSORS
| Partners & Affiliates |
 |
Island Data Corporation, is the innovator in on-demand software tools for real-time business performance measurement. The Company’s core competency is helping global enterprises listen to and better understand their customers’ needs through True Customer Insights™. The Company’s Insight RT™ turnkey system delivers highly relevant business intelligence that raises the level of customer communication from the help desk to the executive suite. Using Insight RT’s True Customer Insights, CMOs, CEOs and their profit center operating managers can track key performance indicators and optimize the customer experience at every touch point. Internet industry leaders eHarmony, Microsoft, ProFlowers, and Yahoo have deployed Insight RT to support continuous improvement of their product management/quality, market/online presence, brand loyalty, customer retention, and customer service/satisfaction programs. As a result, these companies report making superior business decisions and significantly increasing their marketing ROI. www.islanddata.com |
 |
The ClickZ Network is the largest resource of interactive marketing news, information, commentary, advice, opinion, research, and reference in the world, online or off. From search to e-mail, technology to trends, our coverage is expert, exclusive, and in-depth. ClickZ’s mission is simple: to help interactive marketers do their jobs better. www.clickz.com |
 |
Corporate Board Member is a leading information resource for senior officers and directors of publicly traded corporations, large private companies, and Global 1000 firms. The bimonthly publication provides readers with decision-making tools to deal with the corporate governance challenges confronting their boards. Corporate Board Member further extends its governance leadership through conferences, director training programs, an online resource center, and timely research. The magazine maintains the most comprehensive, up-to-date database of directors and officers serving on boards of publicly traded companies listed with the New York Stock Exchange, NASDAQ Stock Market, and American Stock Exchange. Headquartered in Brentwood, Tennessee, with editorial offices in New York, Corporate Board Member is published by Board Member Inc. and is the sister publication of Bank Director magazine, a leading information resource for officers and directors of financial institutions. www.boardmember.com |
 |
Factiva, a Dow Jones & Reuters Company, provides essential business news and information together with the content delivery tools and services that enable professionals to make better decisions faster. Factiva's unrivalled collection of more than 9,000 authoritative sources includes the exclusive combination of The Wall Street Journal, the Financial Times, Dow Jones and Reuters newswires and the Associated Press, as well as Reuters Fundamentals, D&B, and Bureau van Dijk company profiles. Factiva's innovative, XML-based and Web services-enabled technology platform provides access to this rich content collection via Factiva's role-specific products or through customized enterprise, group or personal solutions. Executives, information professionals, marketers, salespeople, and other professionals can easily monitor and understand the latest news, market trends, and business challenges relevant to them - directly from the Microsoft Office and job-specific applications they use every day. www.factiva.com |
 |
The American Bankers Association, on behalf of the more than two million men and women who work in the nation's banks, brings together all categories of banking institutions to best represent the interests of this rapidly changing industry. Its membership-which includes community, regional and money center banks and holding companies, as well as savings associations, trust companies and savings banks-makes ABA the largest banking trade association in the country. www.aba.com |
 |
The Association of Executive Search Consultants is the worldwide professional association for the retained executive search industry. The AESC's mission is to promote the highest professional standards in retained executive search consulting, broaden public understanding of the executive search process, and serve as an advocate for the interests of its member firms. www.aesc.org. |
 |
The Association of Travel Marketing Executives (ATME) is a professional association of senior-level executives with vital responsibilities in the marketing of travel and tourism worldwide. ATME’s members represent airlines, hotels, resorts, cruise lines, car rental companies, advertising and public relations firms, travel marketing professionals, research groups and tourist offices of domestic and foreign destinations. ATME is a global network of industry marketing professionals committed to enhancing skills, recognizing excellence, and providing innovative, effective and provocative marketing ideas and solutions while enhancing the highest standards of travel leadership. www.atme.org |
 |
Pharma Marketing Network – The First Forum for Pharmaceutical Marketing Experts – brings together pharmaceutical marketing professionals from manufacturers, communications companies, and marketing service providers for wide ranging discussions and education on a multitude of current topics. Pharma Marketing News is an independent monthly electronic newsletter focused on issues of importance to pharmaceutical marketing executives. www.pharmamarketingnews.com |
 |
The Society for Marketing Professional Services (SMPS) was created in 1973 by a small group of professional services firm leaders who recognized the need to sharpen skills, pool resources, and work together to create business opportunities. Today, the association has a membership of 5,300+ marketing and business development professionals from architectural, engineering, planning, interior design, construction, and specialty consulting firms located throughout the Uunited Sstates and Canada. SsMPSs offers a marketing conference, national seminars, awards programs, publications, and educational resources to highlight the latest trends in marketing and business development in the design and construction industries. In addition, SsMPSs' 52 chapters hold educational events and regular meetings nationwide. www.smps.org |
|
|
|
advisory board 
