The marketing function’s purpose, consequently the profile of the CMO, has radically changed in the recent years. It’s not a preamble of Sales hitting those numbers, anymore, but the bridge between the brand and the customers. People need to belong to brands that understand their needs, that share the same values and, most importantly, that shows true commitment to society impact. So long for product marketing and ads done in isolation just to boost P&L.
The CMOs we have placed in our Clients’ companies are those who can be disruptive, who can inspire both their colleagues, but also partners & customers to follow them in a brand journey. And throughout that journey they mix data, digital, innovation, sales and customer experience, as some of the ingredients. Those CMOs are more than just marketing professionals, but creative leaders with cross-functional capabilities who grasp the value chain of the business in its entirety.