Marketing bosses should become a firm’s next chief executive, says management consultant
Companies should look no further than the chief marketing officer as the next leader of the business when they sit down to discuss succession planning, according to management consultancy McKinsey and Company.
Such is the importance of the CMO role, and the “pervasive” impact marketing has across the entire business, it makes perfect sense for a company to turn to its marketing chief to become the next chief executive, McKinsey partner Milosh Milisavljevic said.
He told business leaders at the Association of Data Driven Marketing and Advertising (ADMA) conference in Sydney yesterday: “Your next CEO should be your CMO. The basis of this is that organisations are much more customer and market orientated. And if we say that the landscape in which organisations operate is more dynamic and fast moving…then who better to lead the organisation through this time than the CMO.”
Milisavljevic also told CMOs to “buddy up” with their CEOs and urge them to become “active marketers” while exerting their own influence on the business.
“Sit at the executive table, become part of the executive team and become directly involved in strategic decisions,” Milisavljevic said.
“Buddying up with your CEO is an imperative and this is once again thinking about the shifting role of marketing, about it being much more pervasive across the organisation.
“CMO’s should also become the ‘bonding agent’ that connects the organisation which is particularly critical for the concept of cross channel experience and cross function experience. The CMO is one of the, if not the logical person to be that bonding agent.”
Steve Jones
What utter drivel
Find me a marketer who isn’t 90% full of shit and ill pay cash
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Well said. However most marketeers fail to think themselves as serious business leaders – one that drives growth and innovation. What we need is a fundamental shift in the way marketing folks think about the function.
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The modern day marketeer, who has their sh1t together and is making coin for a company utilising the mediums that enable $’s to flow in, with little wastage are analytical warriors, leaders and extremely smart. They do not waiver when the crowd continue to throw money at old advertising mediums and fish in the places where their customers actually are. Trans-actional marketing dollars. All sales monitored, tracked and accounted for.
Most successful small businesses, some which turn into big businesses are powered by a bl00dy good marketeer. Fact.
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