CFO World

PwC launches CMO growth agenda program

Consulting group pitches new initiative at helping marketing leaders to improve their business clout

PwC Australia has taken the wrappers off a new CMO Growth Agenda program aimed at helping marketing chiefs better link business transformation, customer experience and marketing to enterprise business ambitions.

The new program is being launched in conjunction with Melbourne Business School, with the Marketing Academy contributing learning modules, and has been spearheaded by PwC’s latest recruit and former Suncorp customer chief, Mark Reinke.

According to PwC, the invite-only program will encompass bespoke forums, led by its own subject matter experts and featuring international speakers as well as peer-to-peer learning. The cohort will meet in both Melbourne and Sydney.

“Few senior executive positions have been subject to as much change as that of the CMO,” commented PwC Australia managing partner and CMO, Mike McGrath. “There is a shortfall of credible and relevant development opportunities that are focused on the challenges and complexity the marketing function must now lean into to deliver sustainable competitive advantage to their companies.”

Reinke said the program is about providing tools and capabilities for marketers to identify, value and mobilise internally to deliver organic growth.

“Many organisations go down a merger and acquisition path to create new earnings streams. These are supported by deep quantitative analysis and robust valuation assumptions,” he said. “Now more than ever, there is a role for the CMO to bring these disciplines to organic growth alternatives.”

The program is being led by PwC CMO Advisory practice leader, Sunita Gloster, and will get underway from August.

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