CMOs accountable to revenue and cost share common traits: They control a greater share of corporate resources, exceed performance goals, and embrace digital marketing tactics and technology. Use this research to expand your marketing team's P&L impact to drive greater business value.
What You Need to Know
- CMOs With P&L Ownership Have Higher Budgets
- CMOs With P&L Responsibility Report Better Marketing Performance
- CMOs Owning Revenue Results Share Three Key Traits
- Key Trait No. 1: A B2B Sensibility
- Key Trait No. 2: A Multichannel Focus
- Key Trait No. 3: A High Level of Digital Marketing Maturity
- CMOs Accountable to Revenue and Profitability Demonstrate Three Replicable Behaviors
- Behavior No. 1: They Leverage Digital Techniques for Performance, Optimization and Efficiency
- Behavior No. 2: They Adopt Technology to Scale Talent and Business Results
- Behavior No. 3: They Lead Functions Outside Marketing's Typical Scope
What You Need to Do
- Do This First
- Priority Actions for You
- Priority Actions for Your Team
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