We trust 2018 is off to a fast start for you and your organization in what promises to be a year full of growth opportunities!
In this new “customer-driven” marketing era, a recent Deloitte Consulting survey of 40 CMOs and other C-level executives indicated “CMOs are increasingly being asked to elevate their activities from brand and marketing plan management to acting as an enterprise-wide revenue driver that taps into the hearts and minds of their customers.”
With most companies still organized in product silos/divisions, this enterprise transition to “customer-centric” from “product-centric” is challenging and Deloitte found most CMOs while being asked to be more enterprise-wide customer champions are not being given the authority or responsibility to effect revenue growth. Surprisingly, the Deloitte study reported “while more than 40 percent of CMOs in our study said they were working on brand-shaping and campaign execution activities, our study found only 6 percent of CMOs said they were actively working on growing revenue across all global business activities.”
CMOs can become drivers of enterprise-wide revenue growth by understanding customers and sharing that knowledge across the organization, identifying opportunities for growth in products and services, and using design thinking and agile methods to support innovation.
In an era where CMOs (and their agency partners) are increasingly being measured by CEOs and CFOs on their ability to drive revenue (and market share) growth, CMOs need to redefine their 2018 goals to make revenue and market share growth the #1 objective.
At Executive Connections, our best work involves placing CMOs and other senior marketing executives with the right skill sets to transform marketing to a data-driven, digital-first, revenue-growing marketing organization. EC is part of the solution and has helped B2B and B2C clients and CMOs to transform and build agile marketing organizations.
In addition to CMO placements, our executive search practice has recently completed search assignments in Analytics, Branding & Communications, CRM, Customer Experience, Demand Generation, Digital Strategy/Marketing, Marketing Services, Marketing Operations, New Business Development, and Social Media to help transform and upgrade marketing performance and drive new revenue growth for our clients.
Let’s schedule a call or meeting early in 2018 to discuss your transformative talent needs.
Founder & CEO, Executive Connections LLC