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Forrester Archives - Tan Media

Career marketers are aiming higher

By | Marketing

Marketing management staff are becoming increasingly more ambitious, new research suggests.

Many of them want to be leaders of their business, not just the marketing department, according to a study of 212 marketers by Forrester.

But an industry expert warned they should first increase their overall business expertise.

At least four out of 10 consumer and business marketers want their next role to be CEO (chief executive officer).

More and more CMOs are coveting cross-functional executive positions such as CEO (chief executive officers) and COO (chief operating officers), the study found.

As many as 40% of B2B marketers and 41% of B2C marketers want to become a CEO in their next job.

One in 10 marketing officers on the B2C front aim to become chief operating officers, with 3% of B2B marketers also having designs on the position.

The trend has swayed towards more aspirational CMOs in the past two years since it last undertook the poll, Forrester said. Read More