O que resta de marketing para o Chief Marketing Officer?
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Resumo
O Chief Marketing Officer (CMO),1 ou principal executivo de marketing, tem uma função estratégica nas empresas e está no centro das transformações digitais e de mudanças nos padrões de consumo com as quais lidamos hoje. No entanto, seu turnover é o mais alto entre os executivos da C-suite. Este trabalho procura identificar os aspectos que influenciam esse alto turnover. Para atender ao objetivo da pesquisa, utilizou-se o método da revisão sistemática da literatura. Os resultados mostram que o perfil, a formação e o papel dos CMOs nas empresas, bem como seu relacionamento sobretudo com o CEO, estão no cerne desta questão. O CMO, diante dos desafios da era digital, deve se reinventar, incluindo em sua formação elementos mais qualitativos e analíticos, incorporando novos métodos e ferramentas de análise do comportamento do cliente e do mercado nesse ambiente digital. Além disso, deve preservar e reforçar sua função de representante do cliente na organização por meio de um trabalho articulado de engajamento e coordenação de outros C-executives, muitos deles em funções novas e adjacentes à sua, de modo a dar suporte às decisões estratégicas do CEO e ajudar a empresa a alavancar seu desempenho. De forma ampla, este artigo pretende colaborar para a atualização de acadêmicos e profissionais de marketing em relação às mudanças que têm ocorrido na atuação dos CMOs, ajudando-os a moldar seu escopo no futuro.
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