罗兰贝格：2025领导力资质之辩：CXO视角下的首席营销官角色前瞻研究报告（英文版）（20页）.pdf

1、License to lead?REPORTThe CXO perspective on the future role of CMOs Marketing is at a turning point.Once viewed primarily as a cost center,it is now increasingly recognized as a driver of growth,brand strength and innovation.Yet this shift in perception has not fully translated into influence at th

2、e highest levels of company leadership.While many executives acknowledge marketings strategic value,few see marketing leaders as natural candidates for the board or the CEO seat.The gap between recognition and trust remains significant.Industry context matters.In sectors where brand and customer exp

3、erience are critical,marketing is given greater prominence,while industrial and B2B environments often treat it as expendable under pressure.Expectations for customer success and innovation are rising,even as CMOs face mounting demands for efficiency and measurable impact.The path to greater influen

4、ce is clear but demanding.Todays marketing leaders must evolve beyond functional expertise to operate as true business owners,aligning marketing with strategy,shaping operating models from the customers perspective and mastering stakeholder management,especially speaking the language of finance and

5、seamlessly partnering with sales.Commercial acumen,cross-functional experience and human-centered leadership are essential,as is storytelling that frames marketing in terms of business outcomes.Technology accelerates this shift.AI and data-driven decision-making are now central engines for growth.CM

6、Os must integrate these tools into the business agenda,own customer data,prioritize high-impact AI use cases and govern martech investments to build trust.Above all,marketing must own the customer strategically bringing forward-looking insights into the boardroom and embedding them into product deve