Beyond Sales Support: The Increasingly Strategic Role of the Industrial CMO
Anne Benbow, Susan Coffin, Andreas Hürlimann, Simone A. Maggioni, Richard M. Routhier and Greg Welch
July 2008
Based on a series of interviews with chief marketing officers and other senior-level marketing executives, the study explores the growing influence of marketing within industrial companies, particularly as the main driver of growth and competitive advantage. Some of the key topics discussed include:
- Marketing’s role as the eyes and ears to the marketplace, helping to align product and business decisions with market drivers
- The necessary experience and skill-sets marketing leaders need to be effective and credible in an industrial company
- The different approaches for recruiting and developing top marketing leadership
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