Consumer

We are currently witnessing a global trend that is redefining the map references to which companies refer for strategic direction: driven by the rapid advance of digital media, a sharp focus on the customer and consumer is emerging as the new linchpin of corporate strategy. As a result, the marketing function is becoming a crucial success factor and the role of Chief Marketing Officer is undergoing fundamental transformation. The former brand custodian is fast becoming a general manager who launches and drives a market-oriented management approach. Already well advanced in the consumer goods sector, this trend is now embracing other industries as well.

Chief Marketing Officers are increasingly hired to restructure, reshape and re-skill their organizations. The study “Renovate to Innovate: Building Performance-Driven Marketing Organizations” by the CMO Counciland sponsored by Egon Zehnder International, looks at the factors governing CMO success in the face of such challenges.