Forrester Research: Disruption Knocking, CMOs Need To Sharpen Their Influence
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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
Sheryl Pattek, VP,
CMO Executive Partner at
Click here to learn more about the report.
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
John
Abele, Managing Partner, Marketing, Sales & Strategy practice,
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:
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