Competition, coexistence or symbiosis?

The DNA of C-suite sales and marketing leaders

Thanks to the internet, customers today have more knowledge and power than ever before. They know everything about a company’s products, prices, competitors and user reviews long before they speak with anyone from sales.

"Increasingly, customers are looking to buy an outcome. Companies must integrate all their operations, including sales and marketing, to deliver a truly differentiated and positive purchasing experience.”

Woody Driggs
Global Advisory Customer Leader, EY

With customers handling the purchasing journey perfectly well on their own, sales and marketing leaders can ill-afford to compete or simply coexist with each other, as has so often been the case. Before the risk of losing business becomes a reality, they must reach across the divide and start to speak the same language.

The DNA of C-suite sales and marketing leaders: competition, coexistence or symbiosis? examines the changing roles of the chief marketing officer (CMO) and chief sales officer (CSO) as digitalization, proliferating channels and growing customer power transform global commerce. Its basis is twofold, consisting of a quantitative survey of almost 700 sales and marketing leaders and more than 120 C-suite respondents, as well as more than 20 in-depth interviews. The report offers valuable insight into what it is to be a sales or marketing leader today. It further considers how the two roles might evolve, with a discussion of the recent emergence of commercial leaders who head both sales and marketing.

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