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Key performance drivers for CMOs
Harvard Business Review Blog
"Performance enhancers" for Chief Marketing Officers are the focus of a series of recent blog contributions by Dick Patton, leader of the Chief Marketing Officer Practice at Egon Zehnder International, published on the Harvard Business Review's website. Responsibility marketing is a key enhancer that can contribute significantly to a company's bottom line, writes Patton. But it requires CMOs to be passionate about its underlying issues, rigorous in demonstrating its financial return, and authentic by ensuring company deeds fulfill marketing promises, he warns. In Patton's view, customer insights - and getting firms to act on them - are another crucial performance booster for CMOs. Given that key customer insights are likely to have major strategic implications, CMOs must also be able to influence senior management and their boards, Patton concludes. |
