Two-thirds of chief marketing officers (CMOs) want more involvement in business strategy development and increased profit and loss responsibility, according to a joint study conducted by Forrester Research, Inc. and Heidrick & Struggles International, Inc. The survey indicated a disconnect between the career aspirations of marketing leaders and how they spend their time. When asked which competencies are the most important to their personal success, 82 percent of chief marketers identified strategic thinking as a top imperative. Other leadership-driven competencies such as people management/team development, relationship building with the senior executive team
One way CMOs can forge a business partnership with key stakeholders in the organization is by creating brands and offerings that are highly relevant to customers, therefore helping the company acquire new customers, drive stronger customer loyalty, improve retention, and enable bottom-line growth. However, according to the survey, one-quarter of CMOs are not involved in any way with customer service and support, distancing marketing from what customers are saying in the field. In addition, less than half of CMOs identified being the voice of the customer a top priority for their personal success, with even fewer identifying listening to/interacting with customers, and personal knowledge of customers as crucial to their jobs.
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