The Strategic Evolution of CMOs (Infographic)

The role of the CMO is becoming more strategic and focused on business outcomes.

It can be difficult for marketers to prioritize strategies and tactics when the landscape is in a constant state of flux. It’s important for marketers to start with the right metrics in mind and focus on core business outcomes. An infographic from the CMO Council examines the current focus among chief marketing officers and where there is room for improvement.

CMOs are aware of the weighty tasks with which they are charged: 48 percent of those surveyed by the CMO Council said they needed to craft growth strategies, 44 percent said defining and shaping the brand and 42 percent said executing campaigns. Despite the expectations placed upon them, only 31 percent said the leaders within their organizations were supportive of marketing’s role in driving growth.

This disconnect leaves a good percentage of the marketers surveyed reviewing materials like budgets, or content and campaign elements, attending meetings and burdened with evolving the brand narrative instead of showcasing the existing narrative.

The result of this focus has led to significant shortcomings and distractions from what marketers see as their evolving role. Only 15 percent have the opportunity to modify strategy for optimal performance, and only 10 percent are embracing new monetization programs. Even fewer have found ways to recover and re-engage consumers, which should be core to any marketing strategy.

For more information, view the infographic below or download the full report.


Image on homepage courtesy of Shutterstock.

Publish date: December 14, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT