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For CMO Professionals

The Evolved CMO In 2012

CMOs Must Take A More Active Role In Business And Technology Strategy

February 22, 2012

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Authors

  • By Luca S. Paderni
  • with Cory Munchbach,
  • David M. Cooperstein

Why Read This Report

Forrester Research and Heidrick & Struggles recently conducted a global survey of nearly 200 chief marketing officers (CMOs). In this report, you will find out how these CMOs view their relationship with other executives on the management team. In terms of new skills, nearly 80% of CMOs want to prove their capabilities as business and strategy leaders, and technology ranks as the No. 1 area in which they see the greatest opportunity to improve. To prove the value of their role and justify investment, CMOs say that they must tie their marketing plans closer to business results, influence the adoption of their brand strategy across the other functional areas of the company, and engage technology and sales peers to create a consolidated vision of how to succeed with customers.

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Table of Contents

  • CMOs Grow Into Their Role As Company Officers
  • Marketing And Business Technology Must Work Together To Deliver Growth
  • Energizing The Whole Enterprise Around The Customer
  • RECOMMENDATIONS

  • The Evolved CMO Must Learn To Adapt Continuously
  • Supplemental Material
  • Related Research Documents

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