The CMO Program

As fast-evolving technology and consumer behaviors collide, the Chief Marketing Officer (CMO) role has evolved substantially, increasing the CMO’s visibility and potential for leadership and influence. Though as CMOs actively work to position themselves as enterprise-wide strategic leaders, they are often overwhelmed with legacy tasks, such as tactical campaign management. Half of interviewees in our Redefining the Modern CMO study said having an enterprise-wide mind-set was the most important factor in a CMO’s success—but simultaneously, only 6% of CMOs said they were actively working on growing revenue across the business. So, what can a CMO do to assert themselves as the high-impact leader the organization craves?

Customer, Confidence, and Collaboration: A path to enterprise-wide influence on leadership
Our research tells us that the CMO’s C-suite peers routinely recognize their customer expertise. But CMOs don’t always fully understand how influential those insights are to the entire organization. By confidently bringing their unique expertise to the strategic table, CMOs can open new doors to collaborating across the C-suite. In doing so, they can transform every facet of the enterprise—from strategic planning to talent management to innovation—into a customer-centric endeavor. That means confidently leveraging their expertise in four key roles: Growth Driver, Innovation Catalyst, Brand Storyteller and Capability Builder.