A common role definition remains elusive for a chief marketing officer, as the role continues to evolve in organizations focused on marketing as a core strategic lever.  Booz & Company and the Association of National Advertisers began research on the topic in 2004, and found three dominant models of CMO roles.  Two years later, they did another survey and found six categories of CMOs and the marketing function.  Booz and the ANA also learned that only one of these models yielded superior revenue growth and profitability...yet only 9% of companies have that "Growth Champion" model in place.

It remains to be seen what future models will emerge, but we believe there are four fundamental capabilities of a CMO that are foundational in nature.  Read more >>