This program aims to transition Chief Marketing Officers into the role of Chief Market Officers, propelling them from the back of the board deck to the forefront of the boardroom. It empowers individuals to become adept market strategists, leading with purpose, defining direction, and influencing market dynamics.

The title of Chief Marketing Officer emerged in 2002 from a small group of marketing VPs. By 2004, the CMO community had expanded to over 1000 members. However, two critical errors were made: the addition of the ‘-ing’ suffix and the absence of a standardized job description and organizational framework. Consequently, there exists a wide spectrum of talent, mandates, structures, and strategic impacts within the CMO landscape.