Gartner Research

Executive Summary for CMO Leadership, Accountability and Credibility Within the C-Suite, 2014

Published: 17 December 2014

ID: G00266667

Analyst(s): Laura McLellan

Summary

Chief marketing officer responsibility is expanding to include leadership for end-to-end customer-focused processes, technologies and people. Growth, innovation and change can't be achieved by marketing alone — C-suite peers are equally accountable to meet business objectives as a cohesive team.

Table Of Contents

Survey Objective

Data Insights

  • Key Finding No. 1: CEOs' No. 1 increased expectation of CMOs is to step up to leadership of the integrated cross-functional customer experience
    • CMOs acknowledge increased expectations of marketing
    • Meeting increased management expectations is a work-in-progress for most CMOs
  • Key Finding No. 2: Accountability between C-suite peers increases as CMO responsibilities grow
    • Accountability is more difficult when C-suite executives' priorities differ
    • CMO-perceived changes in level of peer responsibility are highest for new executive roles
  • Key Finding No. 3: CMO credibility comes from delivering top- and bottom-line growth plus softer measurements
    • Measuring and communicating success leads CMO progress against priorities
    • Measures of marketing impact include hard and soft business values
  • Selected Recommendations
  • Methodology
  • Definitions

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