“Marketers are motivated by the idea of growth and achievement, and given the authority, can transform a business’s fortunes,” according to the article. “They have an entrepreneurial spirit and, given the authority, can transform a business’s fortunes.”
Jim Stengel, for example, helped double the sales revenue at Procter & Gamble between 2001 and 2008. Stengel, who was the global marketing officer for the company, pushed the idea that P&G needed to have purpose and make a positive difference in the lives of customers. “This is believed to have had a major impact on staff motivation and helped inspire highly compelling marketing campaigns.”
Natural Born Leaders
The time is right for CMOs to take on more corporate leadership. “Like anyone mounting a leadership challenge, the CMO will need to create a compelling vision for the company’s future, inspire a followership and illustrate how their plans will reap rewards.”