Forrester and CMO roles

I found this by way of Chris Hoskin’s “Raw Stylus” blog. It talks about the 6 Factors that make a marketing leader successful.

You need to read the entire article, but I wanted to point out #5 for emphasis.

5. Build influence across the company. The role of the CMO is evolving from “market communications” to corporate business strategy, putting the customer first in everything the firm does.

As we have been saying, because of the consumer revolution the lines are blurring between business strategy and marketing.

2 Responses to “Forrester and CMO roles”

1. Chris Hoskin on January 31st, 2008 8:07 am

   Thanks for your interest.

   I attended a seminar recently (shameless self plug: http://tinyurl.com/2ocjtl) and Godin mentioned that there has been a shift in control : from manufacturers to Marketers.

   He used the Model T Ford, and Ford Motor Co as an example. The reason why ‘black’ was the default colour was because it was cheaper (it dried quicker). Now marketers make decisions; as you say based on the fact that company’s have realised ‘the customer is in control’.

   In the past the marketing department was seen as being the ‘owner of the customer’, or ‘closest to the customer’, when in actual fact EVERY employee is.

   Regards from the UK!

   Chris (from rawstylus.wordpress.com)

2. justin on February 12th, 2008 5:06 am
   Thanks for the comment! It is fascinating to watch the role of CMO change. It seems that the smartest companies are giving this role its true purpose - to be the voice of the market place.

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