CMO evolution: Business acumen to the fore

According to The Evolved CMO 2014, a new piece of global research by Heidrick & Struggles and Forrester, nearly 60 per cent of CMOs are working harder to build influence in overall business strategy. The report, based on global interviews with 212 B2B and B2C organisations with scale from $100 million to $5 billion globally, shows CMOs working on key C-suite relationships while making sure their goals align with revenue targets. However, CMOs still lack clarity when it comes to their customers.