Redefining marketing as corporate evolution from CMO to CGO
Description
We discuss a significant shift in corporate leadership and strategy, noting the trend, especially in U.S. consumer goods companies like Coca-Cola and Kellogg's, of moving from the role of Chief Marketing Officer (CMO) to Chief Growth Officer (CGO).
This change signifies a fundamental redefinition of marketing, moving it beyond short-term promotions and advertising optimization, which are increasingly managed by AI, toward a focus on mid-to-long-term corporate growth and future design. It emphasizes that marketing's core purpose is "the entire range of activities that create reasons for customers to choose us," asserting that this responsibility is not confined to a single department but must be a company-wide management philosophy involving product development, manufacturing, human resources, and finance.
The CGO's role is to ensure the enterprise's longevity by continually redefining the company's value to be chosen by customers not just today, but also ten years in the future, thus driving corporate evolution.
United States
