Arguably, there has never been a better time to be a CMO. CEOs are giving CMOs permission to step up and think boldly about how marketing can drive growth. But CMOs also need to give themselves permission to assume the growth mantle. Being a modern, highly effective CMO means taking on ambitious ideas, unifying the C-suite, and transforming other leaders into champions of the marketing agenda.
In a new McKinsey study, 83 percent of global CEOs say that marketing can be a major driver of growth. For a function that has all too often been thought of as the “brand” or “advertising” arm of the business, this is a notable development.