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. Combined with title inflation in the C-suite with multiplying turfs and sub-divisions of responsibility, including “chiefs” of revenue, digital, data, customer experience, relationships, insights and innovation, chief marketing officers are constantly being challenged to fortify their positions, expand authority and assert ownership of critical leadership roles in their organizations.
Along with trying to establish themselves in the C-Suite, global marketers are also facing an increasingly complex, distributed and digitally driven marketing ecosystem. With unmeasured pressure to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions, they are also called on to collaborate on an unprecedented level with CFOs, CIOs and COOs as well.
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 transform.
To get an inside look into the Chief Marketing Officer (CMO) Council’s upcoming CMO Summit in Napa, please view our one-hour, on-demand webcast that explores key Summit topics and how the role of the CMO must be reshaped in order for the CMO to rise as a true business leader.
Some of the broad areas we explored included:
Liz Miller, SVP, Marketing - CMO Council, Ken Wincko, SVP, Marketing - PR Newswire, Martyn Etherington - CMO Summit Chair