"You need to know what the CEO's agenda is by having ongoing dialogue and communication. Then come back with specific programs and initiatives that support the [CEO's] priorities."
Jim Speros, CMO, Ernst & Young
"The CMO needs to demonstrate value added to the bottom line. It isn't much more complicated than that, but it's much more difficult."
Hayes Roth, VP-worldwide marketing and business development, Landor Associates
"Part of the challenge when you want the seat at the table is that you have to be willing to step forward and be held accountable. You need to align your processes with the way the business is going. "
Beth Comstock, CMO, General Electric Co.