The Forbes World’s Most Influential CMOs List: 2023 MostInfluentialCMOs by SethMatlins
Mathilde delHoume, Global Brand Officer: LVMH; Asad Ayaz, Chief Brand Officer: The Walt Disney Compa...Mathilde delHoume, Global Brand Officer: LVMH; Asad Ayaz, Chief Brand Officer: The Walt Disney Company and President Marketing, The Walt Disney Studios and Disney+; Morgan Flately, EVP, Global Chief Marketing Officer & New Business Ventures: McDonald’s; William White, Chief Marketing Officer: Walmart.
What was once the singular province of a CMO who had oversight if not control of positioning, product, price, and promotion, is now spread like too much butter on a piece of toast. And this is the thing about brands today; they are built, sustained, and sometimes punched in the face by people who aren’t the CMO. But such is life, marketing, and the decentralized nature of a CMO’s influence in 2023.
So, how do we evaluate and measure it? How do we isolate and identify the CMO’s influence as opposed to, say, that of a brilliant—or terrible—product? History that was inherited but they didn’t create? The actions of others that challenge their brand and business beyond their control, for good or less so? It’s neither simple nor easy, and to get closer to it at scale, globally, and across industry, we will continue to make methodological improvements.
In order to get from nearly 3000 to our final 50, we used a data-driven screening process scoring CMOs on data encompassing 20 separate influence indicators. Sprinklr, our primary research partner, used their suite of proprietary products to measure and analyze CMO performance and influence across 11 billion individual data points, including news stories, mentions, tweets, posts, and comments, globally.
With thanks again to our partners at Sprinklr and LinkedIn, we invite you to get to know the 50 marketers on this 2023 list. Around the globe, they are influencing the character and destiny of our industry, the world itself, as surely as they do their own brands and companies., created last year to recognize those chief marketers who have, or would have, appeared on our World’s Most Influential CMOs list five times.
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