The evolving role of the CMO

As the forces of proliferation gather strength, companies will need to redefine the way the marketing function performs its critical tasks and broaden the role of the chief marketing officer.
Today, many CMOs have narrowly defined roles that emphasize advertising, brand management, and market research.
In the years ahead, companies will need their CMOs to lead far-reaching change efforts, shape their public profiles, help manage complexity, and build new capabilities.
CEOs have a role too: helping CMOs to set priorities and drive organizational change while fostering closer connections between them and other senior executives.

Sidebar Exhibit 1: Many respondents devote less than 10 percent of their marketing budgets to nontraditional media.
Sidebar Exhibit 2: In companies whose brand portfolios perform strongly, corporate marketing serves primarily as a center of excellence.

The Web is the most measurable medium in the history of marketing. Now all that’s left is figuring out how to measure it.

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