Forbes’ CMO Network held their Annual CMO Summit in early November and the overarching theme was culture. Culture has been identified by Forbes as one of the four Cs of modern marketing, the others being content, capabilities and commerce.
Within their roles, CMOs are responsible for defining and developing the culture of their organisation and this is pivotal in gaining competitive advantage. Millennials have a “demand for cultures that foster access, visibility, achievement, ownership, collaboration and communication”. Again we see that the traditional role of the CMO is broadening and elevating. Recruiting organisations need to ensure they are including these skillsets when looking for their next CMO.
Research carried out by Forbes in advance of the Summit highlighted what it is to be a “Culture Warrior”. These CMOs are defined by the following: shared purpose, investment in people and talent, deeper relationships and connections, diversity of thinking, responsibility for customer experience, broken-down silos, experimentation and testing, and positive response to change. And the research also shows the benefits of recruiting a culture-focused CMO: “67% of Culture Warriors will exceed topline targets by more than 10%. Half will exceed their targets by 25% or more”.
tml Partners – specialists in marketing recruitment and offer a specialist interim CMO recruitment service.
