Are Today’s Marketers Tomorrow’s CEOs?

Over the past 30 years, there has been tremendous change in the role of marketers and marketing within the firm. A “Chief Marketing Officer” title was created, CMOs serve on leadership teams, and some CMOs even sit on boards. Yet, while some contend that the role of CMO (and their organization by default) have become more important, others point to the disaggregation of marketing activities across several C-level roles (e.g., Chief Data Officer, Chief Customer Experience Officer, etc.) or the declining number of CEOs who were formerly marketers, as evidence that perhaps marketers and marketing have become marginalized. To gain perspective on the change over time, I interviewed Bruce Rogers, the Chief Insights Officer for Forbes.