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2016-05-17

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

Boyden
Press release

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 the Executive Monitor released today by Boyden Global Executive
Search.

A photo accompanying this announcement is available at
http://www.globenewswire.com/NewsRoom/AttachmentNg/57149c37-d57a-4789-bc...
73f85cc

The report includes exclusive insight from Alistair Macrow, Senior Vice
President, Chief Marketing and Communications Officer at McDonald's United
Kingdom; Ty Shay, Chief Marketing Officer at LifeLock; and George Parr, ?Senior
Vice President and Chief Marketing Officer at SIRVA Worldwide. Also featured is
a sidebar interview with John Cripps, CEO of Marketing Decision Science.

“The CMO is now a critical player for the CEO, an equal to any in the C-suite”,
said Lisa 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’s Executive Monitor report, titled The 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”, said Antonio 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”, said Cornelia
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”, said Anne 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 and find the solutions that work best for their individual
business and that support their organisation’s success measures."

The full Boyden Executive Monitor report is available at www.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 visit www.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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