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Why the Chief Growth Officer could be the star employee of 2018

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Why the Chief Growth Officer could be the star employee of 2018

In the many reinventions of the CMO and in the many changes that they have had to face in their functions in recent years, there are not few analysts and there are not few companies that have decided directly to reinvent their role and create new functions, merging them with others professionals and with other activities. It is in this field that the chief growth officer appeared, a new professional who is a kind of CMO with something else. The growth chief takes over the roles that a CMO has traditionally had, but new layers of roles are added. It is a kind of macro in which growth (as the name suggests), the management of the omnichannel strategy or customer service also enters. His profile is more complete and the demands are more ambitious Cambodia Mobile Database. In fact, your training will have to be much broader and touch more ground. The COG became a hot topic when Coca-Cola announced that it was removing its chief marketing officer to put this profile in his place. But that Coca-Cola has made this change to its organization chart does not mean that the COG is some kind of newcomer.

Mondelez or Colgate-Palmolive also already had these positions. The Hershey chocolate company had been slightly ahead of Coca-Cola and had announced that one of its senior vice presidents would also be the firm’s COG. In fact, the appearance of the COGs dates back to the last five years. Once the name has entered the conversation and once companies have to start assuming more and more elements to reach the consumer, it becomes increasingly easy to think that the CGO will become equally more and more popular. . In fact, the forecasts are for the trend to rise in 2018. This has just been pointed out by a Forrester report , which in its predictions for next year indicates that more and more high-level companies will sign these professionals. “In 2018, we expect CMOs to come under more pressure to push growth,” they say, “or to be displaced while someone else takes the reins,” they add. The CMO will be required to grow the company or will be made to disappear for another more suitable professional (the CGO) to do so.

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The CGO will have to assume marketing, strategy and commercial positioning tasks. It will be the answer to those problems that the senior marketing manager now has to take on. As the consumer experience becomes more and more important and more and more left in the hands of marketing executives, the role of the COG will also make more sense. THE CMO, under analysis Forrester expects, in fact, that some eight more companies from the Fortune 100 list will assume this position within their organization charts and that they will sign these professionals Brother Cell Phone List. But the truth is that the issue will be even more complex, because it is not just that companies are hiring their top growth managers, but they are also doing a process of reviewing the role of the CMO. The marketing manager will be scrutinized. In fact, Forrester’s forecast is that 2018 will be a defining year for CMOs. It will be the year to grow or disappear, as the experts warn, since in the midst of the increasing pressure to which they are subjected, they will no longer be able to remain in the same positions they occupied in the past.

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