©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
As organizations strive to set themselves apart from competitors, marketing has taken on new prominence throughout the business process. The days when marketing simply built brands, created above-the-line programs, and targeted customers are over. Now marketing—and more specifically the office of the Chief Marketing Officer (CMO)—is transforming how business is done. As a result, today’s top-flight and aspiring CMOs need new competencies to thrive in this expanded role. Through interviews and research, Korn/Ferry has identified the three competencies most essential for success.