Forbes World’s Most Influential CMOs 2022 List

Admittedly, with a sample size of 50, there isn’t much statistical relevance, but there are some insights and facts, or at least factoids, to glean from the 2022 Forbes World’s Most Influential CMOs list.Consider them in two buckets

1. CMOs
2. the company they represent

Take them one by one.

1. CMOs:

10 out of 50 CMOs certified in this year’s^th Anniversary list:

• Twenty-one are on the list for the first time, and 29 are on the list at least a second time.
• 50 certified CMOs receive an average of 100x more media mentions and online attention than the universe of eligible CMOs (Source: Sprinklr)
• On average, recognized CMOs share 5.6x more updates and have 3.9x more connections than the average LinkedIn member (source: LinkedIn)
• Only 2 in 50 certified CMOs do not oversee their company’s overall marketing on a global basis.
• Because Sprinklr’s reports drill down deeper among other data inputs and variables, CMO’s impact was measured across what they called the “5 Bs of impact.” they are:

• While some highly influential CMOs are managing brands and gaining significant online attention, CMOs and brand awareness have not kept pace. An influential CMO can draw significant attention to their brand without generating the same level of attention as their social media presence. Some of his 50 certified CMOs can command significant attention, which is also table stakes for influence, but leads brands with fewer followers. Both types of his CMOs appear on this year’s list, but the CMOs that appear higher in the rankings are typically those who appear more frequently in online press coverage and conversations.

Before we move on to the second bucket and look at the companies represented by these 50 chief marketers, remember that both the number of women and the number of people of color perceived are declining year after year. To list. With a sample size of only 50, our view is that this is the result of tenure changes and methodological tweaks, and not. by itself Evidence of broad trends across the industry.

2. Companies they represent:

Here are the companies whose brands and businesses are managed by this year’s honored CMOs:

• A total of 4,045 years in business
• 80.9 years on average, with a median of 74 years (although the average is longer if the old company merged with the new company).
• 17 companies, accounting for 34% of the total, have a history of over 100 years.
• 50% of respondents are 75+
• Only 8 under 25
• The oldest company is Schneider Electric, 186 years old, and the youngest is Peloton Interactive, 10 years old.

In terms of employees, 50 companies on a consolidated basis represent:

• Employs over 8.1 million people worldwide
• Employs an average of 170,640 people per company. Median 79,000
• Of these, Walmart is the largest employer of the 50 with approximately 2.3 million employees, accounting for approximately 28% of the consolidated total.
• Of these, Ferrari has the smallest number of employees, around 3,100.

As of June 10, 2022, the consolidated market capitalization of the companies represented was 7.61 billion CK*.

• Average market cap of 50 companies is $158.6 billion, median $77 billion
• Apple has the largest valuation at $2.39 trillion, accounting for 31% of the consolidated total.
• Dole Sunshine is the smallest at $887 million.

^{*Certain assumptions and calculations were made where the individual CMO brands are part of a larger holding company. For example, Gucci belongs to the group Kering and Cartier to Richemont.}

Of the 50 companies it represents, the United States and Europe account for 80% of its headquarters. There are no CMOs on this year’s list with geographic authority only in South America, Latin America, or Africa.

• United States: 26
• Europe (+UK): 18
• Australia: 3
• Asia: 3 (China, India, Korea)
• A/Os: 0
• Only 7 out of 50 representatives are not global/multinational in their business

Represented by seven CMOs, the automotive industry has the most CMOs in a single category, but the two categories most frequently impacted by CMOs are technology and retail, which are broader in definition and structure. .

• Skills: 12
• Retail: 9 (does not reflect retail businesses such as Apple)
• Auto: 7
• Luxury: 5