Forrester survey unveils increased role of CMOs

forrester cmo

Current business landscape demands increased contribution from the chief marketing officer, latest research report from Forrester and Heidrick & Struggles reveals.

With responses from more than 275 global CMOs, the report shares insight into how global marketing leaders are solidifying their role as business partners, brand guardians and results-focused business strategists.

“The purview — and influence — of the chief marketing officer looks different today than even a year ago,” said Sheryl Pattek, VP, CMO Executive Partner at Forrester.

“We see CMOs moving beyond functional expertise to assume responsibility for driving overall growth within their organizations. They are evolving into key strategic partners on the executive team, and know that collaboration with the rest of the C-suite will be instrumental to their success.”

The survey found CMOs are building strong relationships with the head of product and research and development to prepare the organization for digital disruption.

“In many cases, CMOs today are driving disruption. The C-suite is shifting and the CMO is very much playing a new role in working with the CEO to accelerate the organization and drive transformation,” said John Abele, Managing Partner, Marketing, Sales & Strategy practice, Heidrick & Struggles.

As enterprises embrace digitalisation, Forrester survey found CMOs will look to increase their technology and data backgrounds to create innovative, data-driven visions that can withstand pressures of disruption.