CEOs Want CMOs to Drive Growth
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CEOs Want CMOs to Drive Growth

17 September 2024 / Quick Take

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Trusted Insights for What’s Ahead®™

While the “what” of the CMO and CCO roles differs (the CMO is focused on growing the business; the CCO on crafting and telling the company’s story to its various stakeholders), in some ways, CMOs and CCOs have to operate similarly. Both have to:

  • Be a businessperson first and a functional expert second. CEOs want their top marketer and communicator to have a business mindset and take a holistic perspective beyond their function.
  • Link marketing spending to quantifiable financial results. CMOs and CCOs need to show their team’s impact—ideally in financial terms, which is easier for marketers than communicators given their revenue focus.
  • Have good relationship skills—key in an increasingly digital world. CMOs’ and CCOs’ effec
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Author

Denise Dahlhoff, PhD

Denise Dahlhoff, PhD Denise Dahlhoff, PhD

Director, Marketing & Communications Research
The Conference Board

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