Disruption Knocking, CMOs Need To Sharpen Their Influence
Key findings from Forrester’s and Heidrick & Struggles’
- 51% of leaders interviewed feel that organization structure hinders results
- 45% believe that building C-suite relationships is imperative in allowing their voice to be heard
- 37% of CMOs view their relationship with their CFO as the top relationship to develop as P&L moves to Marketing
- 30% of those interviewed noted that a strong CEO relationship needed to be established to be successful
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CMOs operate as part of a broader C-suite team. (Graphic: Business Wire)
With responses from more than 275 global CMOs, the report shares insight into how global marketing leaders are solidifying their role as business partners, brand guardians and results-focused business strategists.
“The purview — and influence — of the chief marketing officer looks
different today than even a year ago,” said
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To prepare the organization for digital disruption, CMOs are building strong peer relationships with the head of product and research and development. Forty-two percent of CMOs recognize the importance of these relationships to build an innovation pipeline for the enterprise that responds to innovation.
“In many cases, CMOs today are driving disruption. The C-suite is
shifting and the CMO is very much playing a new role in working with the
CEO to accelerate the organization and drive transformation,” said
2016 Survey Highlights:
Advancing Influencing Skills
- In a world where two-thirds of CMOs are also responsible for a company’s consumer-experience (CX) initiatives, the CMO is now positioned to be a voice of power within companies, as they can speak directly to the consumer.
The Need for Left-Brain Thinking
- In the early days of marketing, it had been a traditionally a creative, right-brain-led function. CMOs, however, are evolving into broader roles, and we’re seeing greater focus on left-brain analytical capabilities, driven by digital initiatives.
- As the digital revolution continues full speed ahead, CMOs will look to increase their technology and data backgrounds to create innovative, data-driven visions that can withstand pressures of disruption.
The Culture Component
- More than 80% of CMOs feel that culture is a factor in helping or hindering their team’s ability to adapt to changes in the competitive environment.
About The Survey:
This study was produced by