CIO — A couple of years ago, many CMOs aspired to move up the ladder by becoming the marketing chief at a larger, more prestigious company, but now they've set their sights on the CEO position, according to a new Forrester survey of 212 CMOs. Forty percent of business-to-business marketers aim to become a CEO in their next role.
Thanks to social media, mobile marketing and data analytics, the CMO is now closer to sales revenue. CMOs are among the most important executives at a company -- and they know it and want to take the next step to the CEO's office. The good news for CIOs is that they can't do it without you.
"Data is the marketer's new best friend," says Elisa Steele, CMO and executive vice president of strategy at Jive Software. "Marketing has always been a combination of art and science, but marketers today must create a strategy centered on data and insights, understanding our users and customers, what behaviors are happening, and what trends are emerging."