An over­ar­ch­ing role

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As per The CMO Sur­vey, Au­gust 2017, most in­dus­tries showed in­cre­ments be­tween 5% and 15.6% in mar­ket­ing bud­gets for the next 12 months. It also re­veals that be­tween the pe­riod Au­gust 2011 and Au­gust 2017, ‘mar­ket­ing bud­get as per­cent of the firm’s bud­get’ has con­sis­tently been dou­ble-digit (bar­ring Au­gust 2013). This es­sen­tially in­di­cates that Chief Mar­ket­ing Of­fi­cers (CMOs) wield more power than ear­lier. Their job pro­file has also evolved with the con­tin­ual changes in the def­i­ni­tion of mar­ket­ing as a func­tion. So, is the CMO’s role be­com­ing more com­pre­hen­sive or is it be­com­ing nu­anced? Su­nil Alagh, Founder and Chair­man, SKA Ad­vi­sors, shares his thoughts in this ex­clu­sive in­ter­view.

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