The CCO as Pacesetter: What It Means, Why It Matters, How to Get There

The CCO as Pacesetter:
What It Means, Why It Matters, How to Get There

This is our most exhaustive research project on the evolving role of the CCO. Over 18 months, we talked with more than 200 senior communications leaders around the world and conducted a survey of 170 more. The results are undeniable: The CCO is at the nexus of enterprise transformation, producing new demands and requirements that, when met, elevate the function to be more essential and strategic than ever before.

We start with the ubiquitous disruptive forces at work, causing CEOs to focus on transformation of everything from the business model to corporate identity to organizational structure. Many CCOs are stepping up to help, and our research showed they are focusing on four dimensions of leadership.

The first is CommTech, a new approach to how we engage stakeholders and move from shaping their perceptions to influencing desired behaviors and outcomes. Derived from MarTech, CommTech requires new tools, teaming structures, roles, processes and skills, all of which are described.

The other three dimensions relate to the Corporate Character aspect of the Page Model. The first is brand stewardship. Though historically the domain of marketing, two-thirds of CCOs now own the corporate brand. This is because corporate brand is about the experience that all stakeholders have with the enterprise through every touchpoint. The second is corporate culture, which many enterprises are transforming as they strive to compete in a rapidly disrupted business environment. Third is societal value creation. Employees and even investors increasingly expect that companies address societal challenges and take stands on those issues.

To make this work more actionable and relevant for Page members and their teams, we’ve created Progression Paths. These offer concrete guidance on how to drive transformation in ways that are now essential to CCO leadership.


Download Full Report

Latest from Page

The Payment Platform with a Purpose - Franz Paasche, PayPal

Purpose and values are often derided as corporate buzzwords or feel-good messaging. But for Franz Paasche, SVP of Corporate Affairs at PayPal, these foundational elements of corporate character are the lifeblood of the enterprise. They are what differentiates this financial disruptor from its peers.

Using CommTech to Drive Revenue & Reputation - Dan Lochmann, Mitsubishi Heavy Industries

Leveraging an array of paid social, targeted placements, earned media, and thought leadership, all unified via data dashboards, Lochmann’s team opened the doors for MHI to build a global brand, generate leads and earn its longstanding domestic reputation as an engineering innovator abroad.

KPN’s Evolution and Mobile’s Next Frontier of 'Immersive Connectivity' - Maximo Ibarra

KPN is looking to the future of mobile networks and the digital infrastructure on which they will run. Maximo Ibarra, recent CEO of Dutch telecommunications giant KPN, discusses how the company is preparing for what he calls a new world of “immersive connectivity.”

The CCO as Pacesetter - Roger Bolton, Aedhmar Hynes & Jon Iwata, Page

On this edition of The New CCO, we welcome Roger Bolton, Aedhmar Hynes and Jon Iwata, leaders of Page’s latest research report, The CCO as Pacesetter, to discuss the findings and recommendations that will define the CCO role for the foreseeable future.