This session takes the Da Vinci growth CMO profile and works on the attitudes underneath it. Its premise is stated plainly: attitudes drive behavior, and behavior drives outcomes, so the session starts one level below the behaviors people usually try to change.
Key findings
- A poll of the participants found only partial clarity in their companies about the role of marketing, and a similar picture on alignment between the CMO and the executive board.
- The one area of near-unanimity was cross-functional work. Every respondent agreed or strongly agreed that they partner with other functions to create value for all stakeholders.
- The deck restates the comprehension problem behind that, citing the IPA finding that half of business leaders have a low understanding of marketing’s value, alongside a lack of alignment with the chief executive.
- The Da Vinci growth CMO profile pairs attitudes with domains of the job, so that courage and inspiring storytelling sit against marketing capability, and curiosity and agile learning sit against growth strategy.
Where this session sits in the program
The session is module 2.5 in a curriculum organized as why, what and how. The why module covers the humanized growth study, leading humanized growth, decoding the world, and personal passion and purpose.
The program then runs to a growth benchmark, a growth ambition and a growth plan, each with a feedback stage, before a shared growth opportunity and Cannes.
The exercises
In the first exercise, pairs take one allocated attitude and describe the CMO who holds it: what they believe about the world around them, what they believe about themselves, and what behaviors they display.
The second exercise is individual and comparative. Participants plot their own performance on a spider diagram, then overlay in a different color what their key stakeholders require of them.
Coaching the gap with GROW
The gap between current and required is worked with the GROW model, which moves through goals, realities and roadblocks, options, and will.
The prompts are practical. Ask what the person is trying to achieve and how realistic it is, ask what gets in the way, have them generate their own options for getting past it, then ask whether they are willing to pursue one and when.
Participants then pair up again and coach each other through the shift each of them wants to make.
Scope and limitations
The poll results come from the participants in this one session rather than from the wider study, so the percentages describe the room and not the profession.
Source
This page summarises da Vinci CMO attitudes & behaviors, by Institute for Real Growth, March 2021.