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Marketing, Sales and Strategy Officers

The Evolved CMO in 2014

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Forrester and Heidrick & Struggles fielded a global survey of 212 CMOs in July 2013 to assess their current remit and how they prove their value as business and strategy leaders. In this report, Forrester reviews the state of the evolved CMO for 2014 based on these responses and interviews with CMOs across industries. The results show progress in taking action to build a better marketing organization, growth in their development of vital peer relationships, and renewed attention to the personal skills they need to fuel their company’s business growth.

Key Takeaways

  • Evolved CMOs recognize that they need to sharpen general business skills
    Leading the marketing organization is obvious table stakes for the CMO. Financial, strategic, and collaborative skills are the areas these heads of marketing want to hone.
  • The CEO is the next rung on the ladder for many respondents
    In 2011, when we last surveyed CMOs, they were planning a move to the same role at a bigger brand or shifting gears to become consultants. In this year’s survey, the plurality of respondents had their eye on the CEO spot.
  • Technology smarts will define the skills divide for leading CMOs
    The world of the CMO is more affected by technology, say respondents to this survey. The need to understand how technology works, how technology can spur growth, and how to evaluate vendors is high on the CMO agenda for 2014.


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