Becoming an Empowered CMO

Viewpoint by Scott M. Davis, Senior Partner

Today, new opportunities in marketing – new channels, tactics and techniques among them – are creating exciting new vistas. Yet these are tempered by the increasing complexity of a hotly competitive global economy and a savvier, more discerning customer. It's the empowered marketing leaders who will successfully address these opposing pressures by meeting four key mandates – and advancing the business in the process.

The mandates that must be met to achieve empowerment are:

• Be instrumental in driving top- and bottom-line growth. To do this, marketing must own customer insights and relationships and translate them into compelling marketing initiatives designed specifically to help the business to grow - strategically and profitably.

• Enhance the business' reputation and, ultimately, the power of its brand. A strong brand and exemplary reputation go hand-in-hand, fortifying preference for a business' offerings and insulating it from the damage of negative events.

• Marshall internal alignment around a clearly articulated and well-positioned brand. If businesses hope to exceed customers' expectations, those charged with upholding the brand must understand how the organization's internal culture and values influence the customer's experience.

• Optimize marketing (and sales) effectiveness. Marketers must match marketing investments to customer priorities and then show how they influence business metrics.

Our fast-changing world is forcing a massive reinvention of the marketing function and its leadership, and today’s marketing leaders must learn to anticipate and embrace the implications and opportunities this challenge presents.