Monday, January 22, 2007
Wanted: Growth Champion
byThe Association of National Advertisers (ANA) President/CEO Bob Liodice predicts that the stature of Chief Marketing Officers will rise as true C-suite players, so much so that they will now become known as “growth champions” – executives having the street credibility, traits and experiences to drive and generate superior results.
So what does it take to be a growth champion? According to a Booz Allen/ANA study cited in Liodice’s blog posting, they would share these characteristics:
• They possess a broad range of analytic, financial and creative capabilities.
• They can clearly identify their contributions to revenue growth, giving them added organizational credibility and authority.
• They use sophisticated tools and processes to promote business efficiency.
• They are proactive in providing guidance and services that add value to the senior leadership team.
• They are perceived by other executives, especially in C-suite offices, as contributors to – and leaders of – the growth agenda.
Finally, says Liodice, growth champions “connect” with their CEOs.
And doing so could just potentially increase what has typically been a relatively short tenure – 23 months – for many a CMO.
