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Grant Duncan
Why make the leap from CMO to CEO?
“
“Great marketers will also be great integrators,
pulling together the different functions and
sometimes acting as chief of staff, which makes
marketing a great training ground for a CEO …”
Why marketing leaders have the potential to make great CEOs
Role of marketing has become central to the success of the enterprise
Greater influence in developing company strategy, harnessing the power of
digital, and exploiting new tools and mechanisms for understanding shifts in
consumer behaviour
Senior marketers continue to be viable candidates for CEO roles and have
outperformed their CEO peers
What are CEOs backgrounds?
M A R K E T I N G
B A C K G R O U N D
21%
18%
24%
F I N A N C E
B A C K G R O U N D
32%
31%
19%
O T H E R
B A C K G R O U N D
47%
51%
57%
FTSE 100
Fortune
500
Private
Equity (UK)
What's the skills gap? Insights from LinkedIn
Which functions have CEOs on LinkedIn worked in during their career before becoming CEO?
Operations
21%
Marketing
17%
IT
15%
Sales
14%
Entrepreneurs
11%
HR & Legal
10%
Finance
7%
Other 5%
Today’s Skill Set
What are the key skills/expertise CMOs are expected to possess today?*
12%Alalytical orientation
Creativity
Strategic mindset
Digital expertise
General management
Innovation
Customer insight
Financial acumen
Change leadership
Global perspective
Talent development
Other
3% 14%
7%7% 7%
17%54% 7%
9%3% 11%
5%9% 7%
11%4% 12%
20%8% 9%
3%3% 5%
9%6% 12%
1%3% 3%
1% 4% 12%
1%
1 2 3
* Respondants were asked to rank their top 3 choices
Today’s Skill Set
What are the key skills/expertise CMOs are expected to possess today?*
What CEO skills are not highly ranked by CMOs?
i.e. the 'skills gap'
What does a CMO bring to the CEO role?
i.e. CMO skills not in the CEO top 100 skills?
What additional skills are needed?
Develop
financial
expertise
Acquire
operational
experience
Think like
a Board
Director
Hone
communication
skills
It's about more than just skills…
Develop close
working
relationships with
other functions
Find a mentor who
is already a CEO or
in a general
management
Build commercial
credibility by
developing
financial expertise
Be comfortable
making tough
decisions
Get involved in
mission-critical,
cross-functional
projects
Learn to speak the
language of the
board
Gain experience in
general
management or at
least one non-
marketing role
Play the role of
integrator — it’s a
great CEO training
ground
Broaden your skill
set at every
opportunity
Position marketing
as a creator and
driver of value for
your business
W H A T ' S T H E R E A L I T Y O F M A K I N G T H I S C M O T O C E O T R A N S I T I O N ?
Kate Swann – CEO SSP Group
“
“You can be siloed as a marketer
and taking a broader view of the
business can be quite difficult.
You need to gain additional
experience, either as a bolt-on
or outside marketing.”
Chief Executive
Officer Roles
Marketing
Background
Martin Glenn – CEO The Football Association
“
“It’s about having the courage to go
into different situations — a different
sector or different country —
essentially, anything that gets you out
of your comfort zone and puts you in
front of problems that need to be
sorted out, because that’s how you
become a hero...”
Chief Executive
Officer Roles
Marketing
Background
Elio Leoni Sceti – Former CEO Iglo Group
“
“Stretch yourself. Always learn
something new. And learn how to
influence at both line and matrix
level: you may be good at command
and control, but you also need to be
good at influencing as a CEO.”
Chief Executive
Officer Roles
Marketing
Background
Andy Cosslett – Operating Partner, Leisure, Advent
“
“There’s a misperception that leaders
are all-powerful, but the higher up
you go, the more influence you have –
you have less power in the strict
sense of the word. As a leader I don’t
do it on my own; I do it with groups of
people. We go on a mission together
as a team.”
Chief Executive
Officer Roles
Marketing
Background
Thank you for listening!

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LinkedIn B2B Forum, The CMO's A-Z

  • 2. Why make the leap from CMO to CEO? “ “Great marketers will also be great integrators, pulling together the different functions and sometimes acting as chief of staff, which makes marketing a great training ground for a CEO …”
  • 3. Why marketing leaders have the potential to make great CEOs Role of marketing has become central to the success of the enterprise Greater influence in developing company strategy, harnessing the power of digital, and exploiting new tools and mechanisms for understanding shifts in consumer behaviour Senior marketers continue to be viable candidates for CEO roles and have outperformed their CEO peers
  • 4. What are CEOs backgrounds? M A R K E T I N G B A C K G R O U N D 21% 18% 24% F I N A N C E B A C K G R O U N D 32% 31% 19% O T H E R B A C K G R O U N D 47% 51% 57% FTSE 100 Fortune 500 Private Equity (UK)
  • 5. What's the skills gap? Insights from LinkedIn Which functions have CEOs on LinkedIn worked in during their career before becoming CEO? Operations 21% Marketing 17% IT 15% Sales 14% Entrepreneurs 11% HR & Legal 10% Finance 7% Other 5%
  • 6. Today’s Skill Set What are the key skills/expertise CMOs are expected to possess today?* 12%Alalytical orientation Creativity Strategic mindset Digital expertise General management Innovation Customer insight Financial acumen Change leadership Global perspective Talent development Other 3% 14% 7%7% 7% 17%54% 7% 9%3% 11% 5%9% 7% 11%4% 12% 20%8% 9% 3%3% 5% 9%6% 12% 1%3% 3% 1% 4% 12% 1% 1 2 3 * Respondants were asked to rank their top 3 choices
  • 7. Today’s Skill Set What are the key skills/expertise CMOs are expected to possess today?* What CEO skills are not highly ranked by CMOs? i.e. the 'skills gap' What does a CMO bring to the CEO role? i.e. CMO skills not in the CEO top 100 skills?
  • 8. What additional skills are needed? Develop financial expertise Acquire operational experience Think like a Board Director Hone communication skills
  • 9. It's about more than just skills… Develop close working relationships with other functions Find a mentor who is already a CEO or in a general management Build commercial credibility by developing financial expertise Be comfortable making tough decisions Get involved in mission-critical, cross-functional projects Learn to speak the language of the board Gain experience in general management or at least one non- marketing role Play the role of integrator — it’s a great CEO training ground Broaden your skill set at every opportunity Position marketing as a creator and driver of value for your business
  • 10. W H A T ' S T H E R E A L I T Y O F M A K I N G T H I S C M O T O C E O T R A N S I T I O N ?
  • 11. Kate Swann – CEO SSP Group “ “You can be siloed as a marketer and taking a broader view of the business can be quite difficult. You need to gain additional experience, either as a bolt-on or outside marketing.” Chief Executive Officer Roles Marketing Background
  • 12. Martin Glenn – CEO The Football Association “ “It’s about having the courage to go into different situations — a different sector or different country — essentially, anything that gets you out of your comfort zone and puts you in front of problems that need to be sorted out, because that’s how you become a hero...” Chief Executive Officer Roles Marketing Background
  • 13. Elio Leoni Sceti – Former CEO Iglo Group “ “Stretch yourself. Always learn something new. And learn how to influence at both line and matrix level: you may be good at command and control, but you also need to be good at influencing as a CEO.” Chief Executive Officer Roles Marketing Background
  • 14. Andy Cosslett – Operating Partner, Leisure, Advent “ “There’s a misperception that leaders are all-powerful, but the higher up you go, the more influence you have – you have less power in the strict sense of the word. As a leader I don’t do it on my own; I do it with groups of people. We go on a mission together as a team.” Chief Executive Officer Roles Marketing Background
  • 15. Thank you for listening!