Why great marketing leaders will become CEOs of the future

Inc Magazine just published the highlights of a new study from IBM on the most important attributes of CEOs in the future. The two most important ones were creativity and integrity. I’ve written previously about both attributes as important qualities for marketing leaders.

The study also highlighted the most important business dimension to focus on: getting closer to the customer. So if marketers excel at creating and communicating value to customers with creativity and integrity, who will be better prepared to lead companies in the future than marketers? In my opinion the era of company performance being attributed to financial cost-cutters is behind us. Those who can lead by creating value for customers will be in high demand at companies around the globe.

From your perspective, what else do marketing leaders need to do to rise to the top spot?