New Survey: It's About the Bottom Line for CMOs

Editor's Note: Forget brand awareness. CMO success now comes down to dollars and cents, now more than ever.
May 6, 2008, By Jennifer Rooney
Forget fluffy measures like brand awareness. Today's successful chief marketing officer has to have an impact that can be measured in dollars and cents.
That was the message behind the latest survey of more than 200 senior-level marketing executives by Spencer Stuart to be revealed at tomorrow's CMO Summit, "Isolating the Marketing DNA: the Essential Skills and Qualities of the New CMO."
It might seem obvious by now that CMOs have to affect sales and profit margins, but it wasn't so long ago that many were touting ad recall or brand awareness as their major goals. When asked to identify the five most important attributes of a successful CMO today, 65% of respondents cited an ability to influence the bottom line. Strategic orientation (44%) and customer orientation (33%) were the next most frequently quoted attributes of a winning marketing chief.
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Source: http://www.loyaltylibrary.com/article.aspx?articleID=1984