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A recurring tracker of marketing and communications leaders’ sentiment as to the impact they are having on their businesses and the value they are creating.
We have charted the rise of the chief communications officer (CCO) and other comms leaders over the last few years. The role has evolved into that of a strategic counsellor to the CEO. Communications’ perceived impact on the business is often related to the incoming challenges to the company that the communications team handles. While communicators were anxious in the run-up to the US elections, disruption to business was minimal. However, great leaders use these periods of relative calm to plan for what’s ahead.
Perceived impact dips. Only 59% of CCOs say they think their impact on the business has gone up or went up a lot in the last six months. This is the lowest figure since the tracker began but it is still a high percentage of leaders seeing improvement. Past data has shown that internal and external disruptions drive the impact of corporate communications teams higher, and this period was perhaps calmer than many expected at the beginning of the year.
Proximity to the CEO improves. Unlike marketing teams, CCOs—especially in corporate comms—work closely with the CEO and they notice when the CEO sees and values the impact of their work. This is a testament to the more central role that communications has played over the last several years. This is a partnership that benefits both actors and should be nurtured.
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