Books

07/11/07

CMO Thought Leaders: The Rise of the Strategic Marketer

CMO Thought Leaders imageMeet the chief marketing officers and other marketing leaders who are the new “growth champions” for their companies, raising the bar of customer-centric strategy and practice.

“Every day feels like a brand-new game,” says Cammie Dunaway, Yahoo Inc.’s chief marketing officer, when she talks about today’s dynamic marketing environment. It’s an opinion she and most other top CMOs share as the business of making powerful connections with customers is in the midst of unprecedented change. For some, this will be a threat: tenure in the position now stands at just over two years and in the first six months of 2007, at least eight Fortune 100 companies made changes atop their marketing organizations. For others — particularly those who work to understand the drivers of change — it represents an opportunity to add value in ways that have never before been possible.

More and more often, marketing is being asked to fulfill a far more significant role for the rest of the enterprise. Many marketing leaders are rising to the challenge — they are moving beyond traditionally narrower roles as deliverers of marketing services, consultants in image shaping and brand building, and representatives of the customer to the company. Indeed, a number of CMOs have flourished in their capacity as “growth champions,” a term we use to describe marketing’s engagement in leading companies to expand their reach in the consumer or business-to-business marketplace.

Meet 15 Chief Marketing Officers and other marketing leaders who have risen to the challenges of the new millennium. They are the new “growth champions” for their companies, raising the bar of customer-centric strategy and practice. A team of experts from Strategy& and the Association of National Advertisers (ANA) have conducted 15 incisive and revealing interviews with former and current marketing leaders at household-name companies, including:

  • Jim Stengel of Procter & Gamble
  • Beth Comstock of GE’s NBC Universal
  • John Hayes of American Express
  • Cie Nicholson of Pepsi-Cola
  • Omid Kordestani of Google
  • Mike Glenn of FedEx and Rob Malcolm of Diageo

Other interviews describe the CMO leadership at Yahoo, Nokia, Verizon, Foster’s, Bank of America, Wachovia, Mercedes-Benz and Hewlett-Packard.

For years, Strategy& has been notable for its ability to help clients in the areas of marketing strategy and organization effectiveness, portfolio and brand management, consumer insight and segmentation. CMO Thought Leaders: The Rise of the Strategic Marketer, edited by well-known business journalist Geoffrey Precourt, explores these practices from the perspective of leading-edge CMOs.

In a special introduction, Edward Landry, and Andrew Tipping describe how the best CMOs make marketing accountable and hold their own in the C-suite. A foreword by Interactive Advertising Bureau CEO Randall Rothenberg and ANA President Robert Liodice rounds out the volume. This unique book will take forward-looking CMOs inside the minds of their peers — and help them fulfill their professional potential.