By Andrew Fortunato
Some companies seem to have a knack for staying ahead of the competition. Some companies seem to always be at the forefront of change and innovation in their industry. Some companies always seem to be the leaders that set the standard and are the ones to chase, leaving others no option but to follow. True leadership in any industry is determined by those who recognize that the need to change and adapt to emerging market conditions is continuous.
By now most C-suite professionals have come to appreciate that digital and social media, technology, and other factors have been radically transforming expectations and organizational needs at an accelerating pace. From the C-suite to the customer, the value that needs to be delivered to commercially accelerate growth is changing like never before. While the challenge itself may not be entirely new, the increasing rate of change and technologies involved significantly alter the dynamics. Now more than ever, the Chief Marketing Officer and the marketing team are best positioned to drive change, deliver strategy, and integrate operations across the enterprise that increase value in a rapidly changing world, drive results, and outmaneuver the competition. With the current market situation as a backdrop, I was asked to share my thoughts on this topic, along with the CMOs of several other leading brands such as Proctor & Gamble, Coca-Cola, and Samsung.
Marine Banner Ad
Last week the results of our collaboration were publically presented for the first time. As the speed of market engagement continues to accelerate, there is a significant need to redefine the marketing function within an organization. The results driven CMO’s role needs to evolve to a higher purpose. That purpose is to act as a real agent of change across the entire organization. The move from traditional marketing strategist to Commercial Growth Accelerator (CGAR5) is a must for any company that is serious about outperforming their competition and leading the market.
Done correctly, marketing and branding have always had an opportunity to act as an integrator across a corporation. Today, more than ever, changing technology, and new means of engaging consumers, put marketing at the forefront of business growth. The 21st century brand builder should be leading significant engagement across their company. The marketing function has moved beyond strategy, campaigns, and positioning to deliver a much broader role of new leadership and operational direction. Is your company prepared for the change?
-------------------------------------------------------------------------------------------------------------------------------------
About the author: Andrew Fortunato, http://www.linkedin.com/in/AndrewFortunato, former Marketing Chief for the Marines, CMO, consultant, and speaker, advises and leads organizations seeking marketing and operational success. Andrew shares insights in-person and on his “What Can Your Brand Learn From The Marines?TM” blog at http://marinesbrand.blogspot.com.
Copyright © Andrew Fortunato, 2011
A must read for the C-suite as strategy for the coming year is considered.
ReplyDeleteAndrew, thanks for writing about my CMO Council talk and survey: "Redefining the CMO to Deliver Increased Value: From CMO to CGAR5". Appreciate you being one of the participants. The presentation can be viewed at: www.slideshare.net/StevenCook
ReplyDeleteSteven Cook
www.LinkedIn.com/StevenCook1
www.FortuneCMO.co
Steve,
ReplyDeleteThanks for asking me to particpate. Glad I was able to contribute.
Andrew