Advertising Week Europe: Jennifer Brett, Head of EMEA Insights for Marketing Solutions, LinkedIn & Grant Duncan, Leader of Spencer Stuart UK Technology, Media & Telecommunications Practice at the LinkedIn B2B Forum 2016.

1. Grant Duncan

2. Why make the leap from CMO to CEO?
“
“Great marketers will also be great integrators,
pulling together the different functions and
sometimes acting as chief of staff, which makes
marketing a great training ground for a CEO …”

3. Why marketing leaders have the potential to make great CEOs
Role of marketing has become central to the success of the enterprise
Greater influence in developing company strategy, harnessing the power of
digital, and exploiting new tools and mechanisms for understanding shifts in
consumer behaviour
Senior marketers continue to be viable candidates for CEO roles and have
outperformed their CEO peers

4. What are CEOs backgrounds?
M A R K E T I N G
B A C K G R O U N D
21%
18%
24%
F I N A N C E
B A C K G R O U N D
32%
31%
19%
O T H E R
B A C K G R O U N D
47%
51%
57%
FTSE 100
Fortune
500
Private
Equity (UK)

5. What's the skills gap? Insights from LinkedIn
Which functions have CEOs on LinkedIn worked in during their career before becoming CEO?
Operations
21%
Marketing
17%
IT
15%
Sales
14%
Entrepreneurs
11%
HR & Legal
10%
Finance
7%
Other 5%

6. Today’s Skill Set
What are the key skills/expertise CMOs are expected to possess today?*
12%Alalytical orientation
Creativity
Strategic mindset
Digital expertise
General management
Innovation
Customer insight
Financial acumen
Change leadership
Global perspective
Talent development
Other
3% 14%
7%7% 7%
17%54% 7%
9%3% 11%
5%9% 7%
11%4% 12%
20%8% 9%
3%3% 5%
9%6% 12%
1%3% 3%
1% 4% 12%
1%
1 2 3
* Respondants were asked to rank their top 3 choices

7. Today’s Skill Set
What are the key skills/expertise CMOs are expected to possess today?*
What CEO skills are not highly ranked by CMOs?
i.e. the 'skills gap'
What does a CMO bring to the CEO role?
i.e. CMO skills not in the CEO top 100 skills?

8. What additional skills are needed?
Develop
financial
expertise
Acquire
operational
experience
Think like
a Board
Director
Hone
communication
skills

9. It's about more than just skills…
Develop close
working
relationships with
other functions
Find a mentor who
is already a CEO or
in a general
management
Build commercial
credibility by
developing
financial expertise
Be comfortable
making tough
decisions
Get involved in
mission-critical,
cross-functional
projects
Learn to speak the
language of the
board
Gain experience in
general
management or at
least one non-
marketing role
Play the role of
integrator — it’s a
great CEO training
ground
Broaden your skill
set at every
opportunity
Position marketing
as a creator and
driver of value for
your business

10. W H A T ' S T H E R E A L I T Y O F M A K I N G T H I S C M O T O C E O T R A N S I T I O N ?

11. Kate Swann – CEO SSP Group
“
“You can be siloed as a marketer
and taking a broader view of the
business can be quite difficult.
You need to gain additional
experience, either as a bolt-on
or outside marketing.”
Chief Executive
Officer Roles
Marketing
Background

12. Martin Glenn – CEO The Football Association
“
“It’s about having the courage to go
into different situations — a different
sector or different country —
essentially, anything that gets you out
of your comfort zone and puts you in
front of problems that need to be
sorted out, because that’s how you
become a hero...”
Chief Executive
Officer Roles
Marketing
Background

13. Elio Leoni Sceti – Former CEO Iglo Group
“
“Stretch yourself. Always learn
something new. And learn how to
influence at both line and matrix
level: you may be good at command
and control, but you also need to be
good at influencing as a CEO.”
Chief Executive
Officer Roles
Marketing
Background

14. Andy Cosslett – Operating Partner, Leisure, Advent
“
“There’s a misperception that leaders
are all-powerful, but the higher up
you go, the more influence you have –
you have less power in the strict
sense of the word. As a leader I don’t
do it on my own; I do it with groups of
people. We go on a mission together
as a team.”
Chief Executive
Officer Roles
Marketing
Background

15. Thank you for listening!