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class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/xqimg.imedao.com\/16f3065eb5a137a23fe5fd61.png!800.jpg\" alt=\"\"\/><figcaption class=\"wp-element-caption\">\u53ef\u53e3\u53ef\u4e50-CXOUNIONCXO\u8054\u76df<\/figcaption><\/figure>\n\n\n\n<p>\u5f7c\u65f6\uff0c\u53ef\u53e3\u53ef\u4e50\u82f1\u56fd\u5e02\u573a\u603b\u76d1Aedamar Howlett\u5f3a\u8c03\u8bf4\uff0c\u65b0\u4eba\u4e8b\u5236\u5ea6\u4f7f\u533a\u57df\u8425\u9500\u4eba\u5458\u7684\u804c\u8d23\u8303\u56f4\u66f4\u52a0\u5e7f\u6cdb\uff0c\u4f46\u8fd9\u660e\u663e\u4e0e\u4ed6\u4eec\u7684\u5546\u4e1a\u76ee\u6807\u80cc\u9053\u800c\u9a70\u3002\u4e07\u4e8b\u8fbe\u5361\u5e02\u573a\u8425\u9500\u5546Raja 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class=\"wp-block-heading has-medium-font-size\"><strong>\u4e8c\u3001<strong>\u751f\u5b58\u548c\u8f6c\u578b<\/strong><\/strong><\/h2>\n\n\n\n<p>\u4e24\u5e74\u524d\uff0c\u53ef\u53e3\u53ef\u4e50\u516c\u53f8\u653e\u5f03\u62c5\u4efb\u9996\u5e2d\u8425\u9500\u5b98\u7684\u51b3\u5b9a\uff0c\u4fc3\u4f7f\u5176\u4ed6\u516c\u53f8\u7eb7\u7eb7\u6548\u4eff\u3002<\/p>\n\n\n\n<p>CNBC\u5f15\u8ff0\u7f8e\u56fd\u5e02\u8c03\u673a\u6784 Forrester \u7684\u300a2020\u4f01\u4e1a\u9884\u6d4b\u62a5\u544a\u300b\u6307\u51fa\uff0c\u9ea6\u5f53\u52b3\u3001Uber\u3001\u5f3a\u751f\u7b49\u4f01\u4e1a\u90fd\u53d6\u6d88\u4e86CMO\u804c\u4f4d\u3002\u6839\u636e\u6267\u884c\u7814\u7a76\u516c\u53f8Spencer Stuart\u7684\u62a5\u544a\uff0cFortune 500\u5927\u4f01\u4e1a\u62e5\u6709\u884c\u9500\u957f\u4e00\u804c\u7684\u6bd4\u4f8b\uff0c\u75312009\u5e74\u768474%\u964d\u4f4e\u5230\u4eca\u65e5\u768470%\u3002<\/p>\n\n\n\n<p>\u503c\u5f97\u4e00\u63d0\u7684\u662f\uff0c\u4e24\u4e2a\u6708\u524d\uff0c\u9ea6\u5f53\u52b3\u5168\u7403\u884c\u9500\u957f\u897f\u5c14\u7ef4\u4e9a\u00b7\u62c9\u683c\u7eb3\u591a\uff08Silvia Lagnado\uff09\u79bb\u804c\uff0c\u5b98\u65b9\u968f\u5373\u5ba3\u5e03\u4e0d\u518d\u4efb\u547d\u65b0\u7ee7\u4efb\u8005\uff0c\u62c9\u683c\u7eb3\u591a\u7684\u5de5\u4f5c\u7531\u4e24\u4f4d\u90e8\u5c5e\u63a5\u624b\uff0c\u76f4\u63a5\u5411\u9ea6\u5f53\u52b3\u5168\u7403CEO\u62a5\u544a\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/xqimg.imedao.com\/16f3065ee721394a3fed37da.png!800.jpg\" alt=\"\"\/><figcaption class=\"wp-element-caption\">\u53ef\u53e3\u53ef\u4e50-CXOUNIONCXO\u8054\u76df<\/figcaption><\/figure>\n\n\n\n<p>\u4e00\u591c\u4e4b\u95f4\uff0c\u8425\u9500\u884c\u4e1a\u4eff\u4f5b\u9677\u5165\u4e86\u4e00\u79cd\u9b54\u5492\uff0c\u88ab\u65e0\u7a77\u65e0\u5c3d\u7684\u7126\u8651\u7b3c\u7f69\u3002<\/p>\n\n\n\n<p>\u201c\u8fc7\u53bb\uff0c\u4e00\u4e2a\u8425\u9500\u4eba\u7684\u804c\u4e1a\u89c4\u5212\u662f\uff0c\u6bd5\u4e1a\u4e4b\u540e\u627e\u4e2a\u5feb\u6d88\u54c1\u5de8\u5934\uff0c\u4ece\u5e02\u573a\u4e13\u5458\u5165\u884c\uff0c\u4e24\u5e74\u540e\u8df3\u69fd\u53bb\u5c0f\u516c\u53f8\uff0c\u518d\u4e24\u5e74\u540e\u56de\u5230<a href=\"https:\/\/xueqiu.com\/S\/PG?from=status_stock_match\">\u5b9d\u6d01<\/a>\uff0c\u5f00\u59cb\u7ba1\u7406\u4fc3\u9500\u3001\u8c03\u7814\u5e02\u573a\u3001\u5e7f\u544a\u3001\u6700\u540e\u6210\u4e3a\u67d0\u5bb6\u516c\u53f8\u7684CMO\u3002\u73b0\u5728\u5df2\u7ecf\u4e0d\u77e5\u9053\u8be5\u600e\u4e48\u8d70\u4e86\u201d\uff0c\u8fd9\u53e5\u8bdd\u6210\u4e86\u5f88\u591a\u8425\u9500\u4eba\u7684\u771f\u5b9e\u5199\u7167\u3002<\/p>\n\n\n\n<p>\u4e8b\u5b9e\u4e0a\uff0c\u5728\u671f\u5f85\u8fc7\u9ad8\u7684\u60c5\u51b5\u4e0b\uff0cCMO\u8fd9\u4e2a\u804c\u4f4d\u4e00\u822c\u90fd\u5f85\u4e0d\u4e86\u592a\u4e45\u3002\u6839\u636e\u987e\u95ee\u516c\u53f8Korn 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class=\"wp-block-heading has-medium-font-size\"><strong>\u7ffb\u8bd1\uff1a<\/strong><\/h2>\n\n\n\n<p>In March 2017, after more than 28 years at Coca-Cola, Marcos de Quinto retired from his two-year stint as Chief Marketing officer (CMO). Since then, Coca-Cola has eliminated the CMO role entirely, and Francisco Crespo has controversially taken over as chief growth officer.<\/p>\n\n\n\n<p>Interestingly, Coca-Cola has reinstated the CMO role after a two-year hiatus, with less than half a month left before 2019 ends. As a result, the marketing personnel&#8217;s &#8220;dignity war&#8221;, seems to have begun to turn around.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\"><strong>Exit and encore<\/strong><\/h3>\n\n\n\n<p>Coca-Cola recently announced the appointment of Manuel Arroyo, currently President of Coca-Cola Asia Pacific, as the new Global CMO.<\/p>\n\n\n\n<p>Arroyo joined Coca-Cola&#8217;s brand management team in Spain in 1995 before moving to Atlanta in 1998 to develop the company&#8217;s global water strategy. Two years later, he returned to Spain, where he spent nearly a decade as marketing director for the Iberia business unit and took on the responsibility for the Asia Pacific region earlier this year.<\/p>\n\n\n\n<p>As the new CMO, Ms Arroyo will be responsible for global marketing including creative, marketing operations, design and corporate brand knowledge, Coca-Cola said. The new structure will ensure steady growth and the CGO position, which was highly coveted two years ago, will no longer be needed.<\/p>\n\n\n\n<p>Ironically, two years ago, CMOs were also deemed &#8220;unwanted&#8221; by Coca-Cola.<\/p>\n\n\n\n<p>The change was prompted by the retirement of Francisco Crespo, Coke&#8217;s senior vice president and chief growth officer. Two years ago, Coke&#8217;s last CMO, Marcos de Quinto, retired, but rather than replace him, the company eliminated the CMO position altogether, replacing it with a CGO (chief Growth officer) designed to integrate user services and business operations, business leadership strategy and marketing.<\/p>\n\n\n\n<p>At that time, Crespo was appointed as the first CGO in Coca-Cola&#8217;s history. Intriguingly, two years later, when the first CGO faced retirement, Coca-Cola also failed to fill the vacancy. Even in addition to the CMO&#8217;s marketing business, Coke has split two other functions of the CGO: Business leadership strategy, which will report to CFO John Murphy in the future, and user services and business operations, which will be led by COO Brian Smith.<\/p>\n\n\n\n<p>In response to the changes, Coca-Cola CEO James Quincey said that while Mr. Crespo had established a strong framework for the company&#8217;s growth, the company needed to put more emphasis on marketing to accelerate its vision, and that Mr. Arroyo had more marketing experience than Mr. Crespo had as chief growth officer.<\/p>\n\n\n\n<p>When Coke set up CGO in 2017, it said it was &#8220;reforming the structure for faster growth&#8221; &#8212; at a time when the company&#8217;s growth was slowing and soft drink consumers were switching to healthier drinks &#8212; and to bring back younger consumers more quickly, the company integrated marketing and overall strategy into one unit. The move sparked controversy, with one saying: &#8220;It means Coca-Cola no longer trusts global cmos to drive long-term growth.&#8221;<\/p>\n\n\n\n<p>In other words, it&#8217;s not enough for a marketing chief to just run the brand and be creative. Most companies expect him to be able to balance customer relationships with revenue growth. As the former CEO of Procter &amp; Gamble said publicly, &#8220;Marketers now have to be not only financial experts, but also technology specialists who know how to connect with customers over the Internet.&#8221;<\/p>\n\n\n\n<p>However, the &#8220;de-cmo&#8221; trend led by Coca-Cola has caused a huge backlash and backlash from marketers everywhere. At the heart of their concern and confusion is why brands don&#8217;t trust cmos to drive long-term growth.<\/p>\n\n\n\n<p>At the time, Aedamar Howlett, Coca-Cola&#8217;s head of marketing in the UK, stressed that the new personnel system, which gave regional marketers a wider range of responsibilities, clearly ran counter to their business objectives. Mastercard marketing marketer Raja Rajamannar also said it was evidence of &#8220;further erosion of the corporate role.&#8221; The company&#8217;s chief executive merely held the marketing spending accountable, but failed to tap the team for talent that spanned multiple businesses.<\/p>\n\n\n\n<p>&#8220;People from non-marketing backgrounds are being appointed to roles like chief customer officers and chief growth officers,&#8221; says Rajamannar, president of the World Federation of Advertisers. &#8220;The whole Marketing Department is not being phased out, it&#8217;s being led by non-marketers, and that&#8217;s the biggest problem I see.&#8221;<\/p>\n\n\n\n<p>Moreover, some industry critics say Quincey simply doesn&#8217;t believe cmos can drive long-term growth. Crespo is a former commercial director, general manager and business unit president whose marketing experience (at least on paper) is limited.<\/p>\n\n\n\n<p>Indeed, Coca-Cola&#8217;s dismantling of the CGO role and the replacement of the CMO role has answered the question of whether this concern is valid. The return of Coca-Cola&#8217;s CMO position shows that there is still no perfect solution for how big companies integrate marketing structures and assign responsibilities. &#8220;How to grow&#8221; and &#8220;how to find consumers quickly&#8221; may be difficult to find in the Internet age in a short time.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\"><strong>Survival and Transformation<\/strong><\/h3>\n\n\n\n<p>Coca-Cola&#8217;s decision two years ago to abandon the role of chief marketing officer prompted others to follow suit.<\/p>\n\n\n\n<p>Companies such as McDonald&#8217;s, Uber and Johnson &amp; Johnson have all eliminated CMO positions, according to Forrester&#8217;s 2020 Business Forecast report, cited by CNBC. According to executive research firm Spencer Stuart, 70 percent of Fortune 500 companies have a marketing chief, down from 74 percent in 2009.<\/p>\n\n\n\n<p>It&#8217;s worth noting that two months ago, McDonald&#8217;s global marketing chief Silvia Lagnado stepped down and officials announced that no new successor would be named. Lagnado&#8217;s job was taken over by two subordinates reporting directly to McDonald&#8217;s global CEO.<\/p>\n\n\n\n<p>Overnight, it was as if the marketing industry had fallen under a spell of endless anxiety.<\/p>\n\n\n\n<p>&#8220;In the past, a marketer&#8217;s career plan was to graduate and work for a big FMCG, start as a marketing specialist, move to a small company after two years, then come back to Procter &amp; Gamble after two years, start managing promotions, research markets, advertising, and eventually become a CMO for a company. Now I don&#8217;t know how to go &#8220;, this sentence has become the true portrayal of many marketing people.<\/p>\n\n\n\n<p>In fact, CMOs generally don&#8217;t last long when expectations are too high. The average tenure of a CMO is 4.1 years, and more than half (57 percent) don&#8217;t stick around for more than three years, three years earlier than the average CEO, according to a survey by consulting firm Korn Ferry.<\/p>\n\n\n\n<p>So, what changes and challenges are CMOs facing? Why enterprises have to hand &#8220;pull official&#8221;?<\/p>\n\n\n\n<p>In fact, two years ago, this major adjustment of personnel was called a revolution and breakthrough in the marketing strategy of Coca-Cola enterprises. At that time, it was clear that the system of &#8220;growth hacking technology and methodology&#8221; and &#8220;data-driven growth&#8221;, which were widely spread in the advanced technology-driven Internet enterprises in the United States, had begun to expand to the world&#8217;s Fortune 500 enterprises.<\/p>\n\n\n\n<p>However, the absence of cmos does not mean that these companies are no longer focused on marketing. For example, Bob Liodice, president of the National Advertisers Association, said, &#8220;No one is saying that marketing is no longer important, but there has been a big change in the form of marketing and how many methods and approaches can be integrated to maximize sales growth.&#8221;<\/p>\n\n\n\n<p>In the context of the Internet, consumers are exposed to brand and enterprise information anytime and anywhere. You can swipe your phone and see ads in Little Red Books. If you want to reach your customer service team, you can use Twitter to send a message quickly &#8212; and that&#8217;s a lot of pressure for marketers.<\/p>\n\n\n\n<p>In other words, these companies have eliminated CMOs because they value marketing but prefer it to conform to today&#8217;s standards.<\/p>\n\n\n\n<p>Marketing in the past, as long as good advertising, try to pass the core value of the brand to consumers. And now the marketing work, at any time will be flooded with all kinds of consumer requirements. Cmos, in particular, have a big responsibility to determine the concept and value of their brand and how it will be seen and known by consumers in every channel.<\/p>\n\n\n\n<p>With the advent of social media and more and more marketing channels, how to maximize sales growth is another topic for CMOs. According to a study by the CMO Institute, 70 percent of respondents said their companies want marketing to be a source of growth, but their jobs don&#8217;t involve them. After the elimination of CMO, Coca-Cola, Kimberly and other companies have chosen to create new CGO positions, which can be seen from the expectation of the companies.<\/p>\n\n\n\n<p>Going back to the two-year long job change debate, when countless marketers debated the need for a CMO, proponents consistently argued that the power of the brand was irreplaceable. Some critics point out that in the current market environment, &#8220;chief spending officer&#8221; has little meaning, and all marketing must match the effect.<\/p>\n\n\n\n<p>&#8220;The core problem is that most cmos don&#8217;t adapt effectively,&#8221; Forrester says. And more importantly, think about transformation.&#8221;<\/p>\n\n\n\n<p>KFC CMO Andrea. A good example is Andrea Zahumensky, who worked closely with the product reform and marketing departments to promote KFC&#8217;s &#8220;Cheetos Fried chicken sandwich&#8221; in the U.S. in July, which quickly went viral and attracted a lot of attention in a short time.<\/p>\n\n\n\n<p>Another example is BIRCHBOX, a cosmetics e-commerce company based in New York. Last year, the company switched from a traditional CMO role to a &#8220;consumer director,&#8221; who does not focus on marketing, but investigates the consumer experience and runs digital projects, so that marketing can be more effectively integrated with the company&#8217;s other functions.<\/p>\n\n\n\n<p>An industry insider said, CMO side to be responsible for the long-term management of the company&#8217;s brand image, while to keep an eye on the daily operating data report, to ensure that quarterly results meet the company&#8217;s requirements, but also to master the constantly emerging social technology, from the data insight into the market strategy, the challenge is not small.<\/p>\n\n\n\n<p>That doesn&#8217;t mean CMOs or professional marketers are about to disappear, though. 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