A 360-degree view of the CMO position
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Pharma Marketing Network - The First Forum for Pharmaceutical Marketing Experts - brings together pharmaceutical marketing professionals from manufacturers, communications companies, and marketing service providers for wide ranging discussions and education on a multitude of current topics. Pharma Marketing News is an independent monthly electronic newsletter focused on issues of importance to pharmaceutical marketing executives.
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The American Bankers Association, on behalf of the more than two million men and women who work in the nation's banks, brings together all categories of banking institutions to best represent the interests of this rapidly changing industry. Its membership-which includes community, regional and money center banks and holding companies, as well as savings associations, trust companies and savings banks-makes ABA the largest banking trade association in the country.
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PR Newswire (www.prnewswire.com) is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content—from rich media to online video to multimedia—and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.
Just what does it take to be a Chief Marketing Officer? Despite the rising popularity of the CMO moniker, this is a serious and fundamental question that remains unanswered at many of the companies that have adopted the title for their senior marketing executives. Ironically, all the hyperbole – combined with a real lack of definition and a failure to align qualifications with business expectations – threatens the very viability of the Chief Marketing Officer as a meaningful and critical position.
The CMO Council’s Define & Align the CMO study aggressively explores the role, responsibilities, and future outlook of the CMO as well as their similarly-titled senior marketing executives. This thought leadership initiative encompasses qualitative interviews with CMOs and chief executive officers and quantitative surveys of search firm executives, company board members, and high-level marketers—nearly 1,500 study participants.
To create a 360-degree view of the CMO position, a variety of qualitative and quantitative research was employed:
The complete 82 page “Define & Align the CMO” Report captures this extensive quantitative feedback and qualitative insight and presents a compelling narrative addressing All You Need to Know About the CMO, When You Know You Need a CMO, and How to Grow a CMO; the Report also includes Detailed Findings from the 3 surveys conducted (with executive search firm principals, CEOs and Board members, and senior marketers), topical insights from CMOs on a range of relevant topics and issues, and the CMO Council CMO Scorecard.
Methodology
The CMO Council has conducted comprehensive interviews with over 35 (and counting) top marketing executives across a range of industries in both the business-to-business and business-to-consumer spaces. Those industries include technology, travel, retail, telecommunications, media and more. The interviews, each about 45 minutes to an hour long, provided valuable insights into the position of chief marketing executive. From those interviews, the quantitative survey instrument was crafted.
Three separate quantitative surveys are being conducted:
Through a proprietary mathematically based methodology created by Bluprints™, originators of the process to decipher business genetics, the CMO Council community was polled to define the quintessential modern CMO as defined by global CMOs. A complete formula outlining both positive and negative traits pulling at the core of the CMO is now available for download. More
