by Matthew Ackeret
Sven Reinecke, you sit on the CMO of the Year jury. What characteristics does a person have to have in order to even get into the circle of favourites?
Important criteria are innovations in marketing, a pronounced customer focus and a clear pursuit of sustainability and/or an overarching purpose. Diversity is also an issue. Of course, there should also be clear, measurable marketing successes in the past year that the respective person can prove.
Are there enough CMOs in Switzerland that meet the requirements of the tenders?
In any case. We had no problem nominating enough people. In addition to outstanding executives from established companies, there are also many entrepreneurs from start-ups who are exemplary marketers.
How did the CMO of the Year judging go?
The Institute for Marketing & Customer Insight at the University of St. Gallen has drawn up dossiers for twelve nominees from a long list. These people were intensively discussed one after the other – and the list was gradually reduced. In the end, however, a clear decision was made.
«Marketing becomes more important the more marketing positions itself as a digital change agent»
How important is marketing in a larger or medium-sized company?
Unfortunately this is very different. I know many companies in which marketing is perceived as market-oriented corporate management. Market orientation means comprehensive customer and competition orientation. It’s about creating value for customers and other stakeholders. Marketing excellence is a question of leadership culture – not a question of company size or industry. Sometimes marketing is just “advertising” or “providing documents for sales pitches” – or marketing and sales argue about who is more important. One thing is certain: marketing becomes more important the more marketing positions itself as a digital change agent.
You also often work in Germany. Is the profile there different than in Switzerland?
In Germany, the criteria are somewhat more detailed and the associated dossiers more extensive. The main difference, however, is that so far it has been the leading marketers of larger companies who have been awarded. But maybe that will change in 2023…
What are you most looking forward to at this year’s “CMO of the Year”?
About the fact that in the jury we really did find an undisputed leading figure for marketing that anyone and everyone can stand behind.
2023-05-27 05:09:55
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