Marketing Operations at Work

A key value proposition for Marketing Operations is to bring more strategic focus to an enterprise. Another is putting the operational engine in place to translate strategy into effective action. Today’s story (below) that two-thirds of CMOs want to increase their strategic involvement is no surprise. What does surprise me is that one-third of CMOs don’t. Are these the long-terms CMOs who have eclipsed the 26.8 month average because they are already knee-deep in the strategy of the company? Or are these the short-term CMOs who bounce from one company to another, fooling themselves into believing they are making a big difference when they are really just biding time until they can move to the next “musical chair?”

Forrester study finds CMOs want more strategic involvement

Cambridge, Mass. — Two-thirds of chief marketing officers say they want more involvement in business strategy development and increased profit and loss responsibility, according to a study conducted by Forrester Research and executive search firm Heidrick & Struggles.

The study, “The Evolved CMO,” was based on an online survey of more than 130 senior marketing executives at companies with revenue greater than $100 million.

It found that 82% of CMOs said strategic thinking is a top imperative for their jobs. It also revealed that the majority of CMOs spend less than 10% of their time on career development.

“If CMOs want to become true business leaders, it’s time for them to step up to the plate and proactively evolve their role,” said Cindy Commander, an analyst with Forrester Research’s CMO Group.

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