Don’t Call Me CMO: Top Marketers Say Job Has Evolved Beyond Title
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What’s in a name? If you are a chief marketing officer today, plenty. The job title means different things across companies and industries. And now some top execs are suggesting that the “marketing” moniker should be scrapped entirely as CMOs take on greater responsibilities.
Look no further than the largest annual meeting of the Association of National Advertisers, which was held in October and is called, ironically enough, the “Masters of Marketing” conference. “I wonder if in five to 10 years whether we should be called chief marketing officers anymore,” ConAgra Foods CMO Joan Chow said during a roundtable discussion at the event. “Consumers don’t like to be marketed to. We should be thinking of ourselves as chief value officers.”
In another presentation, General Electric CMO Beth Comstock said her job was as much a “chief growth officer as anything.” Likewise, Walmart CMO Stephen Quinn said that CMOs really need to be chief innovation officers.
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