The role of the chief marketing officer (CMO) has transformed from traditional marketing and advertising tasks to overseeing broader enterprise growth. This poses a challenge to CMOs in terms of having to acquire a larger skill set and better understand diverse and rapidly changing business models. At the same time, this also offers new opportunities for CMOs to assume a greater role in their organisation.

CEOs increasingly look to CMOs to create value, which puts them in place to assume a rising C-suite role of the chief growth officer (CGO), with responsibilities that go far beyond the traditional marketing function. Given this development, it is also increasingly likely that tomorrow’s CMO can leverage this position to enhance their chance of becoming a CEO themselves.

This report finds that CEOs are aware of the growing importance of the role of the CMO and are taking steps to support them in this effort. However, there are also differences between the views of CEOs and CMOs in their role towards greater enterprise growth, and the key traits needed to achieve a growthcentred mind-set. The key findings of the report are:

The role of the CMO is changing. The position has already assumed new responsibilities, and this trend is likely to continue. CEOs have high expectations for CMOs to drive growth. CMOs face challenges in enhancing business growth but also opportunities in meeting them. The capabilities of CMOs do not always match the vision of CEOs. Chinese CMOs are more in line with CEO expectations on the role they need to play moving forward. Download the Report | Article

Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.

In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.

However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe. 

With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? View infographic>>

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