The intelligence behind the World’s Most Influential CMOs Sponsored by Sprinklr
, and that know-how is why Forbes has partnered with us to measure CMO influence for the past five years. When we first began working with Forbes on the 2017 World’s Most Influential CMOs report, we had a simple but ambitious goal: develop an objective, consistent and broad-based measure of CMO influence that could power a rigorous ranking of leading CMOs.
But precisely because we have been reckoning with such an enormous volume of data, we ran into the same challenge that most big brands encounter in their own customer listening programs: At a certain point, you have more information than you can actually digest. Our assessment of CMOs reflected quantitative differences in performance — but we wanted to measure qualitative differences, too.
While some might argue that there’s no such thing as bad publicity, we are most interested in CMOs who influence the industry as positive examples — not those who serve as cautionary tales. That means we want to measure influence not just through the sheer amount of attention a CMO commands, but by looking at the tenor of that media coverage.
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