Why the CMO’s next chapter is becoming a true business leader again
The CMO was once a true partner to the CEO, grounded in a shared language of customers, margins and growth. That alignment ensured marketing had a permanent voice in the room where budgets were set and strategic bets were made. This was the era when figures like David Ogilvy were not just advertising leaders, but […]
The CMO has transitioned from a trusted ally to the CEO into a more strategic business leader, according to recent industry insights. This evolution comes after a period of disconnection where marketing metrics fell out of favor with CEOs. Once aligned on goals like revenue growth and margin, marketing has increasingly become a function focused on promotion rather than owning outcomes.
Research from McKinsey & Co. highlights a concerning gap: while 70% of CEOs measure marketing on revenue growth and margins, only 35% of CMOs follow suit. Over the past two decades, marketing's role expanded, absorbing areas like product, price, and distribution from other departments. This shift has diminished marketing's influence at the highest levels of the organization.
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