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Boyden Executive Monitor Finds Chief Marketing Officers Increasingly Critical for CEO Success

LONDON and NEW YORK, 2016-05-17 11:02 CEST (GLOBE NEWSWIRE) --

Chief Marketing Officers are becoming vital players in their CEOs’ success, with digital innovation and data analytics often playing key supporting roles, according to theExecutive Monitorreleased today byBoyden Global Executive Search.

A photo accompanying this announcement is available at
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The report includes exclusive insight from Alistair Macrow, Senior Vice President, Chief Marketing and Communications Officer atMcDonald'sUnited Kingdom; Ty Shay, Chief Marketing Officer atLifeLock; and George Parr, ‎Senior Vice President and Chief Marketing Officer atSIRVA Worldwide. Also featured is a sidebar interview with John Cripps, CEO ofMarketing Decision Science.

“The CMO is now a critical player for the CEO, an equal to any in the C-suite”, saidLisa Gerhardt, Leader of Boyden’s Global Consumer and Global HR Practices and Partner, Boyden New York and Boyden UK. “The CMO is helping drive strategy around non-traditional areas, often working with HR executives to shape the employer brand and employee value proposition. CMOs are also working hand in glove with CIOs to ensure that the right technology is in place to deliver the digital strategy and consumer experience. CMOs are increasingly critical to an organisation’s strategy and ultimately its success or failure.”

Boyden’sExecutive Monitorreport, titledThe Fully Integrated CMO,covers how data analytics and greater connectivity with customers are transforming the responsibilities of CMOs; the qualities and skills this transformation demands of CMOs today and will in the future; sentiment of CEOs toward the leaders of their marketing functions; and the enhanced role the CMO must play within the C-suite.

“CMOs are now at the centre of a quantitative approach to marketing, where data is often critical for analysis and decision making”, saidAntonio Sanchez, Boyden Board Member and Managing Partner, Boyden Colombia. “In the past, the work of the CMO, CFO, CIO and CHRO was more isolated. As part of the integration of C-level officers, the CMO is a leading force to collect and analyse data to improve customer knowledge and revenue.”

“CEOs expect their CMOs to take on expanded responsibilities in today’s environment of fragmented media and overwhelming big data”, saidCornelia Tänzler, Managing Partner, Boyden Switzerland. “Successful CMOs will be those capable of on-boarding key stakeholders with divergent interests onto this unique vision.”

The new report also focuses on the following topics regarding CMO talent acquisition and retention:

  • Role of CMO in affecting organisational change, driven by digital innovation, data analytics, and a pervasive global shift toward customer-centricity
  • Key points of collaboration between CMOs and their C-suite counterparts
  • Trend toward CMOs becoming CEOs, rooted in the increasingly strategic role marketers play

“Culture analysis and fit are crucial in hiring a new CMO. ‘Hired for technical skills, fired for fit’ is an all-too-common outcome”, saidAnne Raphael, Managing Partner, Boyden France. “Cultural fit also is a factor when the CMO is an internal promotion. Even if a candidate is internal, this does not guarantee that the executive will be a good fit in critical areas or able to transform the culture.”

“Data analytics have enabled marketers to quantify consumer behaviour in entirely new ways. However, purchase decisions are still largely emotionally driven, especially when price is removed from the equation”, said Gray Hollett, Chief Marketing Officer of Boyden. “Agility is paramount in managing growing pains associated with leveraging the latest technology, harnessing customer experience, and collaborating more closely with other business functions. CMOs must be flexible andfind the solutions that work best for their individual business and that support their organisation’s success measures."

The full BoydenExecutive Monitorreport is available atwww.boyden.com.

About Boyden World Corporation
Boyden is a global leader in retained executive search and talent advisory services with more than 70 offices in over 40 countries. Founded in 1946, Boyden specialises in senior executive search, interim management and human capital consulting across a broad spectrum of markets and sectors. For further information, please visitwww.boyden.com.

The photo is also available at Newscom,www.newscom.com, and via AP PhotoExpress.

Contacts:
Dan Margolis, for Boyden
t. +1 (213) 452.6472
e. dan.margolis@fticonsulting.com
Kara Condon, for Boyden
t. kara.condon@fticonsulting.com
e. +32 (0)2 289.09.49

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