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Chief Marketing Officers: What Your CEO Might Not Be Telling You

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: What Your CEO Might Not Be Telling You

  1. 1. Chief Marketing Officers: What Your CEO Might Not Be Telling You
  2. 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 37% hold CMOs most accountable, and say they are first in the firing line if growth targets aren’t met.
  3. 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 50% of CEOs see CMOs as the primary driver of disruptive business growth. 75% of CMOs say they have a great deal of control over disruptive growth levers. 50% 75%
  4. 4. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. But CMOs are holding themselves back to due to mind-set and time 4 30% Only 30% of CMOs believe they are cutting- edge marketing innovators. 37% Just 37% of CMOs time is spent on innovation. 60% 60% of their time is still spent on traditional marketing activities which aren’t delivering.
  5. 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. 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. 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. 8. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. LEARN MORE about how 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 8

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