Marketing chiefs ''want business involvement''

Marketing chiefs are eager to take on a greater role in the business development of their company, according to new research.

Figures from Forrester Research and Heidrick & Struggles International have revealed that two-thirds of chief marketing officers (CMOs) would like to play a greater part in business strategy development, as well as increased responsibility for profit and loss.

"CMOs have a great opportunity to transform their marketing teams from order-takers to collaborators, but it takes more than harnessing available opportunities to win credibility - it takes diligent self-development," said Cindy Commander, analyst with Forrester Research´s CMO Group.

According to the results of the survey, 82 per cent of CMOs considered strategic thinking to be a top priority in terms of their personal success, but despite this just ten per cent of their time was spent on career development.

Jane Stevenson, global managing partner of Heidrick & Struggles´ CMO Practice, concluded: "At the end of the day, an evolved CMO is an enduring business leader, a strategy-driving, influence-wielding executive with a finger on the pulse of the organisation and the customer."
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