Forrester study finds CMOs want more strategic involvement

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Cambridge, Mass.—Two-thirds of chief marketing officers say they want more involvement in business strategy development and increased profit and loss responsibility, according to a study conducted by Forrester Research and executive search firm Heidrick & Struggles.

The study, “The Evolved CMO,” was based on an online survey of more than 130 senior marketing executives at companies with revenue greater than $100 million.

It found that 82% of CMOs said strategic thinking is a top imperative for their jobs. It also revealed that the majority of CMOs spend less than 10% of their time on career development.

“If CMOs want to become true business leaders, it’s time for them to step up to the plate and proactively evolve their role,” said Cindy Commander, an analyst with Forrester Research’s CMO Group.

—Kate Maddox

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