스타벅스, 글로벌 CMO 폐지...마케팅 리더십이 진화한다

The elimination of the global CMO role at Starbucks and similar moves by other companies highlight the evolving nature of marketing leadership roles, rather than signaling a crisis in marketing. Companies like McDonald’s and Coca-Cola, which previously eliminated then reinstated their CMO positions, illustrate that the changes reflect strategic adjustments to marketing's growing complexity and its closer ties to business results. The shift includes redefining or redistributing marketing duties within the C-suite to better meet business needs, showing the adaptability of marketing functions in a changing corporate landscape. This evolution emphasizes the importance of marketing leaders being deeply integrated into business strategies to effectively drive growth and respond to market changes. Marketers, brand executives, and industry experts view these developments as a natural progression of the marketing role, rather than a diminution of its significance.

최근 스타벅스의 CMO 역할 폐지 소식이 마케팅 업계에 큰 화제가 되었다. 일각에서는 이를 마케팅최고책임자(CMO) 역할의 지속적인 축소 또는 폐지로 해석하려는 시도가 있으나, 전문가들은 이러한 변화를 단순한 역할의 축소가 아닌, 마케팅 기능의 조직 내 적절한 위치 및 전략에 맞는 조정으로 보고 있다. 포레스터의 제이 파티살 연구원은 "마케팅 기능이 비즈니스 구조와 전략 내에서 적절히 맞아떨어져야 한다"며, 맥도날드와 코카콜라와 같이 마케팅 실천을 활성화시킨 사례를 들어 이를 뒷받침했다.

Why Starbucks' elimination of its global CMO indicates an evolution of the role, not 'a canary in the coal mine'

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