An overarching role
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.