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The Qualities of an Effective CMO

by Ayaz Nanji  |  
September 12, 2017

Senior marketers say the most important quality/ability of a successful CMO is to be the voice of the customer at the leadership table, according to recent research from The CMO Survey.

The report was based on data from a survey conducted in July and August 2017 among 349 senior marketers (92% VP-level or higher) in the United States.

Some 16.5% of respondents rank being the voice of the customer as a quality/ability that makes a CMO most effective (participants were allowed to pick their top three choices).

Other qualities/abilities seen as being important include having an enterprisewide business mindset/understanding, being able to demonstrate the quantitative impact of marketing efforts, and playing a key role in company growth initiatives.

Most senior marketers say customers will prioritize superior product quality and excellent service in the next 12 months rather than low prices.

Some 34.7% of senior marketers are more optimistic about the US economy in 3Q17 compared with 2Q17; some 21.1% are less optimistic; and 44.2% have not changed their opinion.

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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

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  • by Terence Savage Wed Sep 13, 2017 via web

    I may be missing something here so can someone help me.
    The Rank 1 most important 1st choice is' Being the voice of the customer...' I have no problem with that as 40+ years ago I learned that Marketing was the only function that looked externally all others looked internally.
    However, when the scores of the first 3 Ranks are aggregated that opinion slips to 4th. In fact the order of the first 4 opinions are reversed. Given that one opinion was unlikely to encapsulate all that marketers believe, isn't this aggregate opinion a truer reflexion of their attitudes at this time?

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