Cualidades Cmo

spencer stuart cmo summit
isolating the marketing dna: the essential skills and qualities of the new cmo

The pressures on today’s chief marketing officer are well documented and deeply experienced by CMOs, no matter what their industry. CMOs must deftly navigate new frontiers of organizational and market complexity, understand and take advantage of an array of new media options and consumerpreferences, and quantify marketing’s contribution to top- and bottom-line growth. On top of all this, not only are CMOs facing ever-increasing expectations from their CEO bosses, nearly everyone has an opinion about what marketing is and what it should be doing. For our sixth annual CMO Summit, Spencer Stuart convened a special group of forward-looking and highly successful CMOs to discuss whatit takes for marketing executives to succeed in today’s challenging environment. We also surveyed senior marketing leaders and CEOs across industries, receiving more than 200 responses, about the essential CMO attributes, approaches for measuring the effectiveness of marketing and the areas that a CMO must own to be successful. Hosted in conjunction with Advertising Age and the American MarketingAssociation, this year’s event featured the following executives:

lee ann daly, executive vice president and chief marketing officer for Thomson Reuters
America, previously was executive vice president of marketing for ESPN, where she was responsible for all of ESPN’s media businesses. She started her career in advertising.

bill mcdonald, executive vice president for brand management forCapital One, transitioned into the financial services sector following a long career as a classically trained marketer at companies such as Frito Lay, PepsiCo, Pizza Hut and KFC.

stephen quinn, executive vice president and chief marketing officer for Wal-Mart Stores,
formerly was CMO of Frito Lay North America. He also served in a variety of marketing roles, including innovation, brandmanagement, advertising, market research and customer marketing, during his 13 years at PepsiCo.

mark-hans richer, senior vice president and chief marketing officer for HarleyDavidson, previously was director of marketing for Pontiac at General Motors, where he also spent time on GMC and Chevrolet, and worked with consumer brands such as McDonald’s, SC Johnson Wax and General Mills while at DDB Needham.dr. david j. reibstein, the William S. Woodside Professor of Marketing at The
Wharton School, moderated the discussion.

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isolating the essential qualities
Given the challenges marketing leaders face today and the pressure on companies to perform, respondents to our survey rated the ability to impact bottom-line results as one of the most important capabilities of the top marketingexecutive. Strategic orientation, customer orientation and the ability to influence and work skillfully with peers and subordinates also were critical skills, according to survey respondents. Panelists largely agreed.

Quinn. “As a marketer, you’re leading customer advocacy within the organization. At Wal-Mart, we have 2 million associates taking the brand to our customers. Having them embrace thebrand is an important part of delivering a consistent message to the customer.” Figuring out the “organization puzzle,” said Quinn, involves looking at how to seed the brand throughout the organization, how to get people behind it and how to energize people so the organization can succeed.

Daly sees her role as the spokesperson for the customer, encouraging the organization to think aboutTo be successful, marketers must be aligned with the CEO, build a sense of teamwork with other senior leaders and, at very large companies, understand and find ways to influence a complex organization, said

its products and services in terms of their “humble mission” in serving customers. Getting the view of the customer right can have a lasting impact on the company. “I often find myself...