Why Boardroom Should Have a Cmo's Voice
Student ID: 1244604
Student name: Bin Wang
Strategic Marketing and Consulting
Why boardroom should have a CMO’s voice
It might be a sense that the marketing people are losing power in a company, the company’s board meeting members might include the CEO, the CFO, the COO, in some case, the CIO also might be include in this kind of meeting, but it is rarely to see the figure of CMO. The cause of this situation is that the CEO treats marketing as a specific function of a company and asserts that the marketing function just narrowly focuses on 4Ps (price, product, place and promotion) and has no any contributions to the company strategies marking. This paper is going to discuss and try to find evidence to convince that how important the role of marketing act in day-to-day operation and strategy making within a company in two main aspects. One is from marketing function aspect to examine how marketing connect each department in a firm, especially in a marketing-orientated firm; another is from strategic making aspect to debate how marketing function is working in a strategy-making process. During several decades’ innovation and developing of marketing function, many scholars agree a tendency that the “marketing less as a function and more as a set of values and process that all function participate in implementing” (Moorman & Rust 1999, p. 181). According this view, marketing will become the job of every division in a firm; in other words, the function of marketing will be the connection of each department in an organization, and the influences are showing increasing (Greyser 1997). It is same with the view that Haeckel (1997, p. ix) mentioned, “Marketing’s future is not a function of business, but is the function of business.” In addition, in nowadays, the operation environment
Student name: Bin Wang
Strategic Marketing and Consulting
Why boardroom should have a CMO’s voice
It might be a sense that the marketing people are losing power in a company, the company’s board meeting members might include the CEO, the CFO, the COO, in some case, the CIO also might be include in this kind of meeting, but it is rarely to see the figure of CMO. The cause of this situation is that the CEO treats marketing as a specific function of a company and asserts that the marketing function just narrowly focuses on 4Ps (price, product, place and promotion) and has no any contributions to the company strategies marking. This paper is going to discuss and try to find evidence to convince that how important the role of marketing act in day-to-day operation and strategy making within a company in two main aspects. One is from marketing function aspect to examine how marketing connect each department in a firm, especially in a marketing-orientated firm; another is from strategic making aspect to debate how marketing function is working in a strategy-making process. During several decades’ innovation and developing of marketing function, many scholars agree a tendency that the “marketing less as a function and more as a set of values and process that all function participate in implementing” (Moorman & Rust 1999, p. 181). According this view, marketing will become the job of every division in a firm; in other words, the function of marketing will be the connection of each department in an organization, and the influences are showing increasing (Greyser 1997). It is same with the view that Haeckel (1997, p. ix) mentioned, “Marketing’s future is not a function of business, but is the function of business.” In addition, in nowadays, the operation environment
References: Kirca, A. H., Jayachandran, S., and Bearden, W. O. (2005), “Market Orientation: A Meta- Analytic Review and Assessment of Its Antecedents and Impact on Performance”, Journal of Marketing, Vol. 69, No. 2, April, pp. 24-41. Moorman C. & Rust R. T. (1999), ‘The Role of Marketing,’ journal of Marketing, Vol. 63 (Special Issue 1999), pp.180–197.