In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
CMOs may be gaining influence across executive teams today, but trying to find marketers who’ve risen up to CEO still isn’t easy in Australia. For the few who have reached this corporate milestone, like Virgin Mobile’s David Scribner, that lack of fellow peer progression is a little sad.
“Marketers are some of the best candidates for CEO because they are the people that look after growth,” he tells CMO. “And in the environment we’re in now, where we don’t have the population growth we once did, or in my industry, where we’ve got high penetration if not reached saturation point – we need smart people to grow companies.
“I’m surprised more marketers are not just becoming CEOs, but also in the c-suite and on boards, talking about how that growth agenda needs to play out.”
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