The E-Marketer of Today is the CMO of Tomorrow

August 15, 2007

The E-Marketer of Today is the CMO (Chief Marketing Officer) of Tomorrow…?

Well, I said it 10 years ago, and people thought I was crazy! In fact when I was experimenting with my first little Internet venture back in 1995, people told me: “Why are you doing this – nobody will ever use the Internet…”. Three years later, when I started my MBA/MMH at Cornell University, and told people that I wanted to look at E-Commerce as my focus, I got a similar response: “Hmmm, I thought you were in marketing and not technology…” Luckily, when I had my first internship with Mike Pusateri at Marriott International (who launched

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was one of the pioneers in hospitality e-commerce and online distribution), I met a mentor, who showed me the possibilities of hotel marketing of the future and guided me in the right direction.

Anyhow, this post is about an article (published in Advertising Age) from the recognized executive search firm Heidrick & Struggles about exactly this topic. I am sure they know what they are talking about. Check it out. It

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talks about that the CMO of tomorrow will play the role of the Digital

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Catalyst, Customer Advocate, Global Translator, Legacy Builder, Business Driver, and Humble Luminary. What I always hear when talking to my colleagues at the HSMAI Travel Internet Marketing Organization is that our jobs are not about building websites and executing search engine marketing programs, but about creating and executing strategies, building new businesses inside organizations, building and articulating brands, analyzing metrics and understanding consumer intelligence, and acting as collaborative change management agents and internal evangelists. This “e-commerce thing” has been an exciting ride, and I believe it will get even more exciting in the years to come.

Heidrick & Struggles recently completed a study with Forrester Research to more closely analyze the changing role of the CMO. We are pleased to share the findings with you in the attached report. It captures some compelling insights regarding the evolution of one of the most critical functions in business today – the marketing function.

Another great article about the same subject was in Strategy + Business Magazine called “The New Complete Marketer” by Gregor Harter, Edward Landry, and Andrew Tipping.