CMOs must have courage to lead successfully

New report from Vivaldi Partners Group on the changing role of marketing in organisations says marketers need analytics acumen, commercial insights and collaboration skills to stay relevant

A new consultancy group’s report on the changing role of marketing has stressed the importance of courage, collaboration and commercial instinct if marketing leaders want to continue to be successful.

The Vivaldi Partners Group study, The Changing Role of the CMO was based on interviews with senior marketing executives globally and found respondents are now accountable for market success, not just market perception. CMOs have also adopted a critical role in shaping the strategy for products as well as driving the agenda of the management team, with a P&L mindset geared towards optimising marketing investment.

The report also highlighted the shift of brand power to consumers and pointed out channel-centric planning has been by replaced by real-time, consumer-centric planning.

“Successful CMOs morph into their customers and become their voice,” the report authors stated. “Telling one story is not enough – it is about understanding the consumers’ paths to purchase, being there at the right time, and bringing these stories together in a seamless and relevant way.

“Marketing is moving from a persuasion to an influencer model.”

Other major areas of change impacting the role of the CMO are organisational and operational transformation, and technology innovation.

As a result of its interviews, Vivaldi’s report identified three key skillsets CMOs must have to manage the levels of change being experienced today: Analytics acumen, collaborative mindset, and commercial instinct.

Partnerships are another important component of success across the organisation, particularly with the CIO, as is an ability to collaborate with and lead multi-disciplinary teams including technology, digital, social, CRM, sales operations and strategic talent.

Related: The changing role of the CMO

In addition, the report stated that CMOs must be able to shape the value chain, working with sales on increasing yield, utilise big data from social and multi-channel sources, and shift their thinking from pre-purchase messaging to customer experience design.

“When we asked about key qualities for a successful CMO, one answer that was striking was ‘courage’- courage to experiment, to take risks, to incubate and push boundaries,” the report authors added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Read More:

Join the CMO newsletter!

Error: Please check your email address.

Supporting Association

Can't say it better myself.Content marketing definitely peaked this year, mainly because of the updates and algorithms dished out by Goog...

Al Gomez

5 predictions on content marketing trends and strategy in 2015

Read more

Great article and really interesting to hear what Tourism Australia are doing with VR. It's a shame though that there's no mention of the...

Dom Raban

Why virtual reality is opening a new world for customer interaction

Read more

And who will replace all these CMOs? What are the attributes, qualifications, employment histories, age ranges, genders, etc. of the inco...

Mike

IDC: One-quarter of CMOs will be replaced each year to 2018

Read more

I believe that this forecast is on target for 2015. In regards with our website traffic, tablet and smartphone users have so far outnumbe...

Hitesh Parekh

Report: Phablets will represent one-quarter of all smartphone traffic in 2015

Read more

Yeah, they did this before, Mazda and Nissan thrashed the V8's so they changed the rules to keep them out. They took the class system ou...

RJ

V8 Supercars rebrand aimed at attracting new fans to the sport

Read more

Sign in