Italian 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.

1. Chief Marketing
Officers in Italy:
What Your CEO Might Not Be
Telling You

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?
2
CEOs hold five C-level
executives responsible
for driving disruptive
growth.
But in Italy, 34% hold
CMOs most accountable,
and say they are first in
the firing line if growth
targets aren’t met.

3. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
The C-level executive best positioned to lead the
growth agenda
3
38% of CEOs in Italy see
CMOs as the primary
driver of disruptive
business growth.
65% of CMOs in Italy say
they have a great deal of
control over disruptive
growth levers.
38% 65%

4. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
But CMOs in Italy are holding themselves back to
due to mind-set and time
4
78%
78% of CMOs
believe they are
cutting-edge
marketing
innovators.
41%
Just 41% of
CMOs time is
spent on
innovation.
59%
59% of their time is
still spent on
traditional
marketing
activities which
aren’t delivering.

5. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
How to get started: Make Marketing
priorities disruptive
5
Pivot to outcomes
over products and
services.
Focus on
customers’
unmet needs or
creating new
needs.
Remove the friction
from the customer
experience.

6. 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: 1
6
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.

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
7
Development and
launch of new
innovations that
deliver new benefits
to customers.
Increased revenues
from data
monetization.
Leveraging the
potential of the
Internet of Things
to create more
value.

8. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
LEARN MORE
about how CMOs in Italy 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
8