Which Key Internal Collaborators Boost Marketing’s and Comms’ Success?
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CMO+CCO Meter

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.

Having a business impact externally starts internally with strong relationships and collaboration. This article, based on the responses of marketing and communications executives to our September/October 2024 CMO+CCO Meter survey, provides an overview of the partnerships that marketing and communications teams have with others in their organization—and which collaborators promise the most impact.

Which Key Internal Collaborators Boost Marketing’s and Comms’ Success?

March 04, 2025

Having a business impact externally starts internally with strong relationships and collaboration. This article, based on the responses of marketing and communications executives to our September/October 2024 CMO+CCO Meter survey, provides an overview of the partnerships that marketing and communications teams have with others in their organization—and which collaborators promise the most impact.

Key Insights

  • Marketing and comms teams that work closely with the CEO, human resources (HR), and legal have the most business impact.
  • Comms teams already collaborate widely inside the organization and plan to strengthen ties with customer-focused departments and the board.
  • Marketing has potential to strengthen internal relationships—especially with the CEO, the number-one internal constituent that chief marketing officers (CMOs) want to enhance their collaboration with.
  • Marketing teams aim to enhance their existing robust collaboration with their communications colleagues more actively than vice versa.
 

Working Closely with the CEO, HR, and Legal Is Key to Business Success

Partnering closely with the CEO correlates with making an impact. The CMOs and chief communications officers (CCOs) who report that their team’s business impact increased o

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Author

Denise Dahlhoff, PhD

Denise Dahlhoff, PhD

Director, Marketing & Communications Research

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