http://link.imd.org/cmo-is-dead
www.imd.org
The Chief Marketing Officer is dead
The Chief Marketing Officer is dead
The Chief Marketing Officer is dead
The Chief Marketing Officer is dead
The Chief Marketing Officer is dead
The Chief Marketing Officer is dead
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The Chief Marketing Officer is dead

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The decline in the CMO's influence is alarming, especially at companies that claim to put the customer first but in reality are product-driven.

Published in: Business, Education
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  • Could not agree more w Jack and other that this is really poor and very outdated and myopic thinking. The job of the CMO is to define and the growth agenda for the firm. Focusing on Customers is one aspect of this.
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  • IMD sure isn't making itself look smart here. If people can't understand the CMO role, they surely won't get a CCO.

    And if their students can't understand the CMO role, which they apparently can't, it's more a comment on the lack of quality of their education.
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  • The fact that 20 senior staff within a company gave the author 20 different answers, does not impress me, but it does impress upon me that the role of marketing is broad has different value that it brings to different stakeholders in the business. And the role is still evolving and means many more things in the digital world as well.
    It is true that many marketing professionals are focusing on PR & Communication, and a for a good reason, they are indispensable when it comes to dealing with product/service to form a unique message which is consistent with the brand vision of the business, while at th same time collaborating with sales, client, and press to solidify the USP of the business. The CFO is not qualified in this regard!. In addition, when recommending to eliminate the CMO role and move it to CCO, the author is confusing Client Management/Sales Operation with marketing initiatives of the business and the cooperation between the two that bring forward tangible results: what are these results you ask?: Sales, brand, Market positioning, and sustainable business.

    In context of power, CFO is an important role, but power is not the subject here; however delivery on business objectives are.
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  • Obviously this was written by a CFO type...... and is pure nonsense. Not worth the conversation.
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  • Dominique has a very myopic view of marketing and its role in shaping and executing the company's overarching strategy. Strategy is the result of choices you make on where to play and how to win to maximize your long-term value. Thus, marketing is at the core of your 'where-to-play' and 'way-to-play' decisions. This is a classic example of educators who are so far removed from the business reality. Changing job titles doesn't mean anything to anyone (especially your customers).
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The Chief Marketing Officer is dead

  1. 1. http://link.imd.org/cmo-is-dead
  2. 2. www.imd.org
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