 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 thought leadership initiative – designed to better define the role, responsibilities and authority of the top marketing officer in today's corporations. The study gathered both qualitative and quantitative insight into the subject, including interviews with executives across a variety of titles and company industries.
“Define & Align the CMO” delivers a call-to-action to all key stakeholders – chief executives, Board members, executive recruiters, and senior marketers themselves – to adopt a shared consensus on the clear definition of the role of Chief Marketing Officer and its effective alignment within the organization to ensure its sustainability and allow for its continued growth and maturity within the executive hierarchy.
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