2016首席营销官（CMO）调研报告（英文版）

报告摘要

The Evolved CMO in 2016: Summary

Core Content

This report, The Evolved CMO in 2016, by Forrester and Heidrick & Struggles, explores the transformation of the Chief Marketing Officer (CMO) role in response to the evolving customer-centric business landscape. It is based on a global survey of 275 CMOs conducted in Q4 2015, highlighting the shift from traditional marketing functions to a broader, more strategic leadership role.

Main Views

1. CMOs Establish Themselves As Full Business Partners

CMOs are now recognized as key business leaders, not just functional experts.
They are increasingly responsible for profit and loss (P&L) targets, aligning their goals with business outcomes.
Their role has expanded to include operational responsibilities, such as customer service and brand health.

2. CMOs Broaden Brand Responsibilities To Include Customer Experience (CX)

Two-thirds of CMOs now have primary responsibility for both marketing and customer experience.
CX is seen as a critical component of brand management and overall business strategy.
CMOs are shifting from a product-centric view of brand to a customer-centric one, focusing on emotional resonance and holistic customer engagement.

3. CMOs Operate As Part Of The Broader C-Suite Team

CMOs are forming strategic partnerships with other C-suite executives, including CFOs, CIOs, and heads of sales and product.
These collaborations are essential for driving organizational transformation and aligning with business objectives.
The report emphasizes the importance of data-driven insights and technology in enabling these partnerships.

4. CMOs Desire Further Expansion Into Transformative Areas

CMOs are seeking to influence innovation and business strategy more deeply.
They are increasingly seen as the voice of the customer, capable of shaping the company’s future direction.
CMOs are being asked to take on more strategic and operational responsibilities, such as P&L ownership and business unit strategy.

Key Information

CMOs' Evolving Responsibilities

P&L Accountability: 82% of CMOs have goals aligned with revenue targets, and nearly half with profit targets.
CX Integration: CX is now a core responsibility, with 44% of CMOs wanting to expand their influence in this area.
Innovation Focus: 21% of CMOs identify innovation as the most important area for increased influence.
Business Strategy Involvement: 31% of CMOs with CX responsibilities also own business strategy development.

CMOs' Skill Sets

Analytical Skills: CMOs are developing left-brain analytical capabilities due to the rise of digital and data.
CX Expertise: Mastery of CX tools, techniques, and change management is crucial.
Technology and Data Proficiency: Over 40% of CMOs recognize the need to improve data insight and analytics skills.
Cross-functional Collaboration: CMOs must work with other departments, such as sales, product, and IT, to drive transformation.

Organizational Transformation Challenges

Common Challenge: All CMOs face the challenge of transforming their organizations to be customer-obsessed.
Leadership and Culture: Culture and leadership are the most frequently cited challenges, requiring top-down commitment.
Process and Technology: Siloed and inefficient processes, along with inadequate data systems, hinder CMOs' ability to deliver customer experiences.
Diverse Evolution Paths: CMOs have varying levels of influence and responsibility, depending on their industry and company structure.

Recommendations

Lead with Customer Obsession: CMOs must champion a customer-centric approach across the entire organization.
Develop Strategic Thinking: Leadership skills such as strategic vision and team development are now essential.
Enhance C-suite Relationships: Building trust and collaboration with other executives is critical for success.
Invest in Technology and Data: A strong data and systems foundation is necessary to support customer experience initiatives.

Conclusion

The CMO role in 2016 is no longer confined to marketing functions alone. It has evolved into a strategic leadership position that demands a deep understanding of customer experience, business strategy, and technology. CMOs must now lead organizational transformation, build cross-functional partnerships, and develop a broad range of skills to succeed in this new era of customer-centric business.

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