Meet The New Chief Growth Officer

Jul 10, 2017

CMO | Stephanie Overby

The advent of technologies that enable marketing to demonstrate its impact on the top line are clearly a benefit to both the function and the larger organization. But the ability to connect the dots between marketing efforts and revenue generation has shone a spotlight on CMOs and their teams. There is an increasing expectation that marketing will serve as the growth engine for companies.

“We clearly have technologies that allow CMOs to take a level of revenue responsibility they have never had before,” said Debbie Qagish, partner with The Pedowitz Group and author of “The Revenue Marketer,” in an interview with CMO.com.

Arun Pattabhiraman, CMO of mobile advertising startup InMobi, one of India’s first so-called unicorns, has experienced that shift from marketing being the “make-it-pretty” cost center of a company to its primary driver of growth. A few years ago, marketing was “purely a brand enabler—a creative function that was responsible for shaping the company’s perception globally through traditional marketing tactics,” Pattabhiraman said in an interview with CMO.com. “While that responsibility has only grown, marketing is increasingly collaborating with sales and product organizations to figure out meaningful ways to impact revenues directly.”

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