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"The biggest contributor to the gap...[between CEOs and CMOs] is if CEOs perceive, treat or position marketing as a collection of activities, as opposed to an end-to-end view of how they...help the company win."

-Rick Lenny, CEO, The Hershey Co., speaking at the 2006 Spencer Stuart CMO Summit in Chicago, May 2006

"It's very important to Hershey that the CMO is not just a functional marketing job. Clearly it's a thought leader around marketing and the customer proposition - and it's a general management role. Rick [Lenny] drives the functional agenda, and the CMO has a key role in enabling that agenda."

-Michele Buck, CMO, The Hershey Co., on CEO/CMO strategic alignment, as addressed in 2006 Spencer Stuart CMO Summit survey findings
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