EY - The DNA of C-suite sales and marketing leaders

Competition, coexistence or symbiosis?

The DNA of C-suite sales and marketing leaders

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“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 W. Driggs, Global Advisory Customer Leader, EY

Sales and marketing are the flamboyant double act on the corporate stage. One provokes interest, the other closes the deal; one creates the brand, the other executes it; one looks to the long term, the other to the monthly figures.

But this double act often overlooks another crucial player — the customer. In theory, “the customer is king” but, in reality, sales and marketing often think they run the show. When it comes to what customers want, how they are treated and how much they might be told, sales and marketing professionals frequently act as if they are in charge of the script. This attitude must change.

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.

EY CSMO - View our infographic on 'Seeing things differently: what the CMO, CSO and C-suite think'