CMOs: Good to Great

What attributes make a great, rather than merely good, CMO? Egon Zehnder International, a global leader in the recruitment and [...]

July 25 2011 by John Kador


What attributes make a great, rather than merely good, CMO? Egon Zehnder International, a global leader in the recruitment and appraisal of senior management executives, has conducted over 25,000 assessments of senior marketers to answer that question. It turns out that there are two key attributes have the highest impact on outstanding CMO performance: orientation towards results and change leadership.

 

The behaviors that represent the greatest delta between good and great CMOs are results orientation and change leadership. Runner-up attributes correlated with performance are customer orientation and market knowledge. The high-impact CMO of the future will be much more tightly integrated with the entire organization than in the past. Effective CMOs touch every part of the organization,” says Dick Patton, who co-leads the global CMO practice for Egon Zehnder International from Boston. “Because the world is flatter and more transparent, every customer interaction, from product development to manufacturing, to procurement, and sales, has an impact on the brand.” Source: Egon Zehnder International