From CMO to CEO: the route to the top
Jonathan Harper and Frank Birkel
febbraio 2009
There is plenty of advice available to marketing executives on how to develop their careers and navigate the route to the top of the marketing profession. By contrast, little is written about the options available to CMOs to progress beyond their role as marketers and take on senior leadership roles. This study looks at the skills, characteristics and experiences that a CMO must possess in order to progress into the CEO slot. We spoke to CEOs of leading companies from around the world, each of whom has a marketing background, to find out what CMOs should be doing to make themselves credible contenders for the CEO berth.
For information about copying, distributing and displaying this work, contact permissions@spencerstuart.com.