Exploring the Importance of Growth in the Marketing Function
Over the past year, we’ve seen a great deal of change within the marketing function. For some brands, the decision has been to remove the CMO role in favor of Chief Growth or Chief Experience officers. These roles, while not titled “marketing,” are still functions of the marketing leader; the constant that exists among them is a customer-focused mindset that will ultimately lead to growth.
At the 2019 Kellogg Marketing Leadership Summit – the ninth-annual conference attended by 120 of today’s top marketers and held by The Kellogg School of Management in collaboration with Egon Zehnder and McKinsey & Company – marketing leaders discussed the topic of growth. The message conveyed was that the CMO role is now more important than ever before, regardless of the form it takes. This notion is one we’ll continue to champion as we advise marketing leaders to be stewards of modern leadership, connecting C-suites under the common goals of purpose and customer-centricity to achieve growth in many forms.