Australian CMOs have a limited window of opportunity to claim disruptive growth and the CGO title. CEOs have given the entire C-suite some responsibility for disruptive growth, yet no one is accountable. It is diluted and fractioned accountability at best. Ninety percent of companies have three or more C-suite leaders accountable for disruptive growth.

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Chief Marketing Officers in Australia:
What Your CEO Might Not Be Telling You
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2. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Do CMOs have what it takes to lead the growth agenda?
90% of CEOs in Australia
have three or more C-suite
leaders accountable for
disruptive growth.
45% of CEOs in Australia hold
CMOs most accountable, and
say they are second in the
firing line behind CSOs, if
growth targets are not met.
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The CMOs role in leading the growth agenda
48% of CEOs in
Australia see CMOs as
the primary driver of
disruptive business
growth.
83% of CMOs in Australia say
they have total or a great deal
of control over disruptive
growth levers, yet 58% spend
most of their time on
traditional growth only.
48% 83%
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But just 32% of CMOs
believe they are
cutting-edge
marketing innovators.
But CMOs in Australia are holding themselves back by struggling
to innovate
90% of CEOs rank
customer experience
innovation and 83% rank
marketing internal
innovation as top priorities.
And just 48% of CMOs
are confident how to
delight their customers.
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How to get started
Shift focus from
traditional to disruptive
growth levers.
Prioritise customer
experience innovation,
to meet customers’
unmet and future
needs.
Drive better collaboration
between marketing, digital
and IT.
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What to look for in disruptive growth strategies: 1
Launching new
business models or
value chains.
Convergence of
products/services into
new areas, beyond
traditional scope.
Development of new
partnerships with non-
traditional players
(e.g., start-ups).
Development of
indirect channel
partnerships.
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7. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
What to look for in disruptive growth strategies: 2
Development and launch
of new innovations that
deliver new benefits to
customers.
Increased revenues
from data monetisation.
Leveraging the
potential of the
Internet of Things to
create more value.
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8. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
LEARN MORE
about how Australian CMOs can meet
expectations for disruptive growth with
our full report:
The C-level Disruptive Growth Opportunity Chief Marketing
Officers: What Your CEO Might Not Be Telling You
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