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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  January 19, 2017

2 Ways CMO Roles Are Changing—and How You Can Benefit

2 ways CMO roles are changing—and how you can benefit

If you work with the C-suite, it pays to know the changing role of key players. This research from the CMO Council and Deloitte paints a picture of the new world of the chief marketing officer (CMO).

Why do you care? Two reasons: 1) CMOs will be a heavy influencer in the selection of non-marketing outsiders such as growth and OD consultants, and 2) their challenges give us insights on how we can serve.

Two things stand out in this report:

1. Biggest challenge for CMOs: getting support from their peers. Findings show that overall support is there, but it’s often spotty and labor-intensive. This is a golden invite to executive coaches of all stripes. Navigating the political structure always needs help. And these folks have the budget to pay.


Listen: Two more opportunities with CMOs


2. Check out how business impact is now described. What’s out: brand awareness, recognition and advocacy. What’s in: revenue growth, sale velocity and market share gains. If this is what is expected from their peers, you better believe outsiders are judged by these criteria as well.

My point is that in a disruptive age, roles change all the time. And that’s good for thought leaders who can position themselves as navigators that drive revenue and growth. Strategize and brand yourselves accordingly.


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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.