CMO Council unveils 10-step plan for CMO effectiveness

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Palo Alto, Calif.—The Chief Marketing Officer Council unveiled a 10-step plan to ensure CMO effectiveness in a new report, “Renovate to Innovate: Building Performance-driven Marketing Organizations.” The report was based on in-depth interviews with about 20 CMOs, as well as a historical review of the CMO role by executive recruiting firm Egon Zehnder International. Some of the strategies for success include tight alignment with the CEO and C-suite; mapping the marketing strategy to plans and deliverables; and providing metrics-driven reports and spending plans to management on a quarterly basis. “In essence, a new CMO has to become a "super-bonding agent,' helping disparate elements in the organization come together, stick together and work together in a cohesive way,” said Donovan Neale-May, executive director of the CMO Council, in a statement. The full report will be available at next week.
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