Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

How the Role of the CMO Is Changing

by   |    |  1,896 views

Chief marketing officers are increasingly being held responsible for growth strategies and revenue generation within their companies, according to recent research from the CMO Council and Deloitte.

The report was based on data from a survey conducted in 3Q16 of 200 global CMOs/senior marketers (VP of Marketing, etc.). One-third of respondents work for companies with $1 billion or more in annual revenue.

A similar survey conducted by the CMO Council in 2006 found that senior marketers viewed their primary responsibilities as executing marketing plans/strategies, serving as brand ombudsmen, and delivering competitive intelligence to their organizations.

In addition to those responsibilities, CMOs say, they are now also expected to advance the bottom line and champion the end-to-end customer experience.

Some 35% of respondents say revenue is a major responsibility of their role, and 33% say it is their primary mandate.


CMOs say the most effective campaign strategies for increasing revenue/margins are to use data to maximize the effectiveness of spend and to embrace new digital advertising and engagement technologies.

About the research: The report was based on data from a survey conducted in 3Q16 of 200 global CMOs/senior marketers (VP of Marketing, etc.). A third of respondents work for companies with $1 billion or more in annual revenue.


Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!