Home

This is an excerpt of AESC's report Leading Transformation: Shaping the C-Suite for Business. In the excerpt, AESC member executive recruiters how they believe the C-level leaders will need to evolve to compete in Business 4.0.

CMOs Must Evangelize Customer Centricity and Acrossthe Enterprise

Marketing has never been more integrated within the business, and never more challenging to execute. As customers demand more and businesses look to run lean and mean, it’s harder than ever to get it all done.

That doesn’t mean marketing executives are backing down. Instead, they’re looking for solutions and charging ahead, driving a loyal customer base by thinking outside of the box, and even taking it back to the basics.

 

Staying Compliant in Highly Regulated Industries

Overcome it: Provide compliant materials

While the average tenure of chief marketing officers (CMOs) has remained relatively steady at the top 100 most-advertised brands (44 months in 2017 and 42 months in 2016), it’s worth mentioning that the early part of 2018 has proven to be quite extraordinary – and not in a good way. An usually high number of well-known brands that we track across a number of key industries have undergone a change in the top marketing role this year.

History is jampacked with world-changing miracles, some of which you’ve probably used. Penicillin, for example, or airplanes or smartphones. As a patient or passenger, the purpose is clear – cure disease and get from point A to point B. The smartphone, though, has several “basic purposes” – from phone calls to film clips to photos plus everything from email to enterprise access.

At times, HR executives can encounter a difficult path on their journey to the C-suite. The following strategies can be useful for HR executives who are interested in becoming a key part of their companies’ strategic organization.
 
1. Start with the Basics. Most executives know that the best way to move up in their career is to excel at their current position. By mastering the basics, such as contract negotiation strategies, an HR executive can quickly get noticed and move up the corporate ladder.

The role of the Chief Marketing Officer (CMO) changed rapidly over the last few years. This has been due to numerous factors including the emergence of new digital marketing channels and the recent focus on data-driven results. The 2013 Future of the CMO Role Survey was conducted to learn more about the current conditions for global executives in the senior marketing function.
 

Venture capitalists (VCs) are paying more attention to the structure of the marketing teams they invest in and when hiring for CMO jobs. Why? Because marketing plays an increasingly influential role in the success of their portfolio companies.  To ensure that the marketing department can generate the kind of leads that drive sales, they want to see a particular profile in a marketing executives.