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| Topic: |
Business
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| Number of pages / Number of words: |
14 / 3782 |
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Particularly when reputation risk is a major concern, the CEO needs a single person to whom he or she can turn in the event the corporate brand (or a prominent brand owned by the company) encounters a crisis.
THE ROLE OF A CMO
The CMO role reflects the elevation of marketing in business organizations and the expectation that the individual holding the CMO position should serve as the missing link in the executive team that turns marketing capability into corporate growth...
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When the CEO appoints the CMO to lead his star executive team of marketers he expects it helps set the strategic agenda, contributes to enhanced shareholder value, and leads a continual corporate transformation that keeps the business relevant to its customers’ needs.
Fig: The CMO is transitioning from marketing leadership towards being the ‘master clock’ of the organization...
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