As part of Deloitte’s "Marketing as a Growth Driver" research, conducted with the CMO Council, we interviewed CMOs across industries about their thoughts on the changing expectations of marketing and the shifts they are making to move into the role of business driver. https://cmo.deloitte.com/xc/en/pages/articles/the-cmo-shift-to-gaining-business-lift.html

1. The CMO Shift to Gaining Business LiftCopyright © 2017 Deloitte Development LLC. All rights reserved. 1
The CMO Shift to Gaining Business Lift
Published December 2016

2. The CMO Shift to Gaining Business LiftCopyright © 2017 Deloitte Development LLC. All rights reserved. 2
Research context
The CMO Council and Deloitte embarked on
this study to assess:
• The CMO’s role in strategic business
planning and development
• The level to which they are embracing new
technologies to increase customer
engagement (“CX”)
• Their new areas of responsibility and
influence
• Their path to delivering an engaged and
relevant end-to-end customer journey
Overview
This report shares the results of a global survey
of more than 200 CMOs and senior
marketing leaders surveyed across industry
sectors and geographies through one-on-one
interviews and an online survey:
• 53% of respondents hold a title of CMO or
senior vice president of marketing within
their organization
• 33% of respondents hold positions at
companies with $1 billion or more in
revenue
Approach

3. The CMO Shift to Gaining Business LiftCopyright © 2017 Deloitte Development LLC. All rights reserved. 3
Marketing executives are expected to be growth drivers
48%
Crafting growth strategies
44%
Defining and shaping the brand
42%
Executing campaigns
51%
Rethink priorities and deliverables
49%
Delegate more tasks
44%
Add new skills to the organization
Marketing executives plan to adapt to the new role requirements
Marketing executives see their role as being a combination of

4. The CMO Shift to Gaining Business LiftCopyright © 2017 Deloitte Development LLC. All rights reserved. 4
Marketing executives are expected to be growth drivers
27%
Say the CMO is primarily
responsible for growth
strategies and revenue
generation—inching above
the CEO (21%)
68%
Say being the growth
driver is the top or one of
the highest expectations
by senior management and
the board

5. The CMO Shift to Gaining Business LiftCopyright © 2017 Deloitte Development LLC. All rights reserved. 5
Many CMOs aren’t spending time on the activities they care about…
CMOs are not living out their role as growth drivers
Want to spend the majority of their time Actually spend the majority of their time
66%
16%
58%
41%
24%
7%
Teaming with leadership
executives on global business
and brand strategy
Innovating and implementing new
approaches, strategies, products
and sales development programs
Looking for strategic
partnerships and alliances

6. The CMO Shift to Gaining Business LiftCopyright © 2017 Deloitte Development LLC. All rights reserved. 6
…They are spending a significant amount of time on things they don’t
want to be doing
CMOs are not living out their role as growth drivers
Want to spend the majority of their time Actually spend the majority of their time
16%
42%
11%
45%
8%
38%
Attending meetings with
peers inside the company
Reviewing and approving plans,
budgets, content and
campaign elements
Making a case for marketing
spend and presenting
plans/budgets

7. The CMO Shift to Gaining Business LiftCopyright © 2017 Deloitte Development LLC. All rights reserved. 7
By shaping CX as a business driver rather than a collection of connected
campaigns
CMOs have the opportunity to become primary drivers of CX
• The CMO’s role should include being an intelligence integrator, owning the insights and
intelligence
• CMOs must anticipate needs and suggest actions through more automation and
intelligence
27%
Serve as the primary architect and
champion of CX
68%
Continuously monitoring, assessing
and evaluating CX

8. The CMO Shift to Gaining Business LiftCopyright © 2017 Deloitte Development LLC. All rights reserved. 8
By shifting thinking, strategy, and investment around technology and
culture
CMOs have the opportunity to become primary drivers of CX
• CMOs should get more involved in strategic technology investments
• This will enable them to be more agile, knowledgeable and predictive
69%
Want to move beyond keeping
abreast of tech innovations, new
contenders, and cultural shifts
33%
Drive development of next-gen
products, services, business models
and CX

9. The CMO Shift to Gaining Business LiftCopyright © 2017 Deloitte Development LLC. All rights reserved. 9
By communicating business impact in the language of the business
CMOs have the opportunity to become primary drivers of CX
• CMOs must quantify and clearly communicate the business value and financial
impact of investments
• Focusing on financially based marketing metrics will be the core to better
communication with leadership
23%
Say their marketing organization does well
in quantifying and communicating the
business value and financial impact

10. The CMO Shift to Gaining Business LiftCopyright © 2017 Deloitte Development LLC. All rights reserved. 10
Learn more
WSJ CMO Article
featuring Interactive
Infographic
WSJ CMO Article
featuring Jennifer Lacks
Kaplan’s Commentary
Source: Deloitte / CMO Council Survey, conducted Q3 2016, a global survey of over 200 CMOs and senior marketing leaders.
Full Report
(PDF)
Executive Perspectives
Report (PDF)
Data Visualization

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