The responsibilities of the top marketers at major brands have sprawled in the last several years, meaning they're responsible for more than ever before. The CMOs who worry about advertising and nothing else are being pushed out, experts say. But even as the title may change, the responsibilities remain crucial as companies need to understand how they can connect with culture and know what consumers want.
' CMO Tony Weisman said during an interview with CNBC at the conference, which ended Saturday. "I think what they are recognizing, smartly, is that when you see chief customer officer, chief growth officer, those are just different ways of saying it. … Good organizations that have the right CMO role were already thinking about growth and the experience and all that."
That means it's a bit of a do-or-die moment for CMOs who can't pick up some of the more technical or privacy-related functions needed for a marketing leader of today. Dan pointed out the kinds of people entering the role have a different pedigree than they used to have. Someone like Adolfo Villagomez, who was recently named CMO and senior VP of online at, had joined the company as VP of merchandising strategy. Others are coming into the position from more digitally focused roles instead of people who grew up through the marketing ranks.
"Most CMOs are not at the CEO's table, so they're usually not invited to decide what they're going to be measured on," she said.