DEFINE & ALIGN THE CMO REPORT

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.

The complete 82 page 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.

	TABLE OF CONTENTS
			3	Introduction
			6	All You Need To Know About the CMO
			10	When Do You Know You Need A CMO
			14	How to Grow A CMO
			19	Conclusion
	CMO Profiles
			23	Martyn Etherington
			24	Lucas Covers
			25	Cammie Dunaway
			26	Jim Garrity
	Detailed Findings
			27	Executive Search Firm Audit
			39	Chief Marketing Officer Audit
			55	Corporate Board Member Audit
			68	Qualitative Interviews: Executive Summary
			77	CMO Score Card

The complete Final Report is available for purchase for $295. A complimentary Executive Abstract is also available for download.