The next step in the evolution of the Chief Marketing Officer (CMO)
REDEFINING THE ROLE OF THE LEAD MARKETER
What began with The CMO’s Agenda, our first research initiative focused on CMOs and lead marketers, has grown into an ongoing conversation to better understand the ever-evolving issues and challenges CMOs and lead marketers face.
One key concept previously introduced that was solidified by this latest round of conversations was that of the Chief Transformational Officer; a new frame for the top marketer’s role within their organizations. Rather than seek a seat or voice at the executive table, lead marketers and CMOs should strive to be the strategic advisor to the CEO and the Board. But in order to earn this more prominent and transformational role, lead marketers and CMOs must first accept accountability for key business drivers.
Click here to read an executive summary of the findings or click here to submit a request for a copy of the full report.
This ongoing research effort cumulatively represents over 50 one-on-one conversations with lead marketers and CMOs within mid-sized organizations to Fortune 500 companies. Participant demographics are as follows:
 
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Sparking Transformation within your Organization
By J. Mark Carr and Alan Hart
(as published on marketingmagnified.com)
Marketing: Noun or Verb?
By Alan Hart
(as published on mediapost.com)
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