ABSTRACT
According to Caren Fleit of Korn and Ferry, there are a number of changes taking place in terms of CMO searches. CMO roles are changing, particularly in industries where marketing hasn't been a core competency. It's becoming increasingly important, in many cases because companies recognize that they need to grab share or add value to create growth. They need real marketing, not just marketing communications but strategic marketing. Specifically, the key competencies of the CMO can best be illustrated from summarizing the content from a white paper produced by Korn and Ferry entitled 'The Transformative CMO Leadership Competencies Required for Success'. There's no denying that marketing is becoming a more integral and strategic contributor to business growth and therefore success and yet, marketing remains under-represented on boards with the exception of companies that are highly consumer-marketing focused, such as retail operations and consumer packaged goods brands.
