©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Marketers playing a bigger role in C-suite
The evolving role of the CMO was front and center at the annual CMO Council Summit last month in San Jose, Calif. The event, titled “Synchronizing the “C-Suite,’ ” explored ways CMOs can wield greater influence in their corporations, provided they firmly establish their place in the executive ranks.
“It is our responsibility as the CMO to really drive the culture of the organization,” said Charles Lawrence, general manager of the North American Luxury Products Group of Franke, a Switzerland-based manufacturer of stainless steel products for commercial and home kitchens. This is especially important, Lawrence said, when the CEO doesn’t have a marketing background and is more focused on the numbers.
“If we’re not the customer advocate, nobody else is going to be,” he said.