How Organizations are Adjusting Executive Roles to Stay Relevant in 5 Key Areas

In the fast-paced and ever-evolving landscape of today's business world, maintaining a competitive edge requires more than just adaptability—it demands proactive and visionary leadership. As organizations navigate through dynamic overload, where change is constant and swift, the role of executives and the structure of leadership become paramount.  Some of the key issues that require attention are:

  • Ongoing supply chain disruptions
  • The intertwined challenges of implementing corporate environmental and social policies
  • Adoption and integration of artificial intelligence (AI)
  • Novel marketing and sales approaches
  • Effective communication techniques  

Here are some ways organizations have adapted and what to look for in executive skillsets: 

Supply Chain

The crisis of COVID-19 revealed unprecedented vulnerabilities in global supply chains.  These led organizations to reevaluate their executive positions and governance frameworks for supply chain management.  Companies increasingly recognize the need for executive-level capabilities focused on supply chain resilience, risk management, and agility.  The rising role of a Chief Supply Chain Officer (CSCO) has gained prominence to ensure end-to-end visibility, sourcing diversification, strengthened supplier relationships, and enhanced flexibility, especially in the face of disruptions.  Top skills include project management, global/cultural understanding, data analysis and analytics, e-business procurement systems, and strategic thinking and problem-solving skills to ensure consistent supply chain performance.    


With growing awareness of environmental sustainability, social responsibility, and corporate governance, organizations have incorporated ESG considerations into their strategic decision-making processes.  Human capital management falls within the "S" category, commonly implemented through diversity, equity, and inclusion (DEI) hiring practices and pay.  Many companies have established executive roles such as Chief Sustainability Officer (CSO), Chief ESG Officer (CESGO), or Chief People Officer (CPO) to oversee ESG and DEI initiatives, ensure compliance with regulations and standards, and communicate ESG and DEI performance to stakeholders.  More and more Boards, encouraged by stakeholder groups and investors, believe in tying executive pay packages to performance in these areas.  That's because there is considerable risk.  ESG and DEI are not mere messaging exercises.  For example, "greenwashed" or fake environmental reporting and data releases impact risk and can affect a company's reputation, hiring ability, and share price.  Therefore, CSOs must be able to show environmental and social risks, create actions plans that align with all stakeholder groups (employees, regulators, investors, customers), be proficient in sustainable supply chain management, be grounded in reporting frameworks like GRI and SASB, and to be culturally competent to ensure a fair and unbiased workplace. 

Artificial Intelligence

The integration of AI technologies is changing the game for businesses, increasing the need for specialized roles like Chief Artificial Intelligence Officers (CAIOs) and Chief Technology Officers (CTOs).  These executives should be familiar with potential issues, including job displacement, algorithm bias, security and privacy vulnerabilities, regulations, and product safety.  They must focus not only on AI strategy and the ethical/political aspects but also on technical implementation.  They should also be able to leverage AI competitively for improved efficiency, innovation, and decision-making.  Responsibilities may also include managing the increasing development of quantum computing, digitization, identifying and developing unique opportunities, and ensuring AI is used safely and legally.

Marketing and Sales

More than ever, marketing is about story-telling and influence.  And because the customer experience and preferences have changed due to technology, it is more crucial than ever that marketing and sales executives understand how to amplify the right brand message and reach target audiences authentically through multiple mediums and channels. 

Recently, we've seen extreme examples of how important it is for leadership to consistently and correctly analyze social trends against traditional customer values in a polarized society.  Billion-dollar stock and sales losses can occur when company brands disconnect with target audience values and expectations.  Therefore, it is more important than ever for Chief Marketing Officers (CMOs) and Chief Sales Officers (CSOs) to shift from the traditional emphasis on revenue generation to a more strategic and responsive focus on the marketing environment.  This includes a more thoughtful, “be all things to all people” approach that recognizes the diversity of key constituencies, creating dynamic value propositions, and adopting agile marketing and sales methodologies that keep pace with rapid social and market changes while responding quickly to emerging opportunities.

CMOs and CSOs must stay up to date with cloud, mobile, social, and artificial intelligence technology breakthroughs to deliver more customer choice, interactivity, and customization.  And they must also be current with new marketing automation, customer relationship management (CRM) systems, analytics platforms, and other technology solutions to optimize marketing operations and enable personalized, data-driven campaigns.  By aligning their strategies and collaborating across functions, CMOs and CSOs can become growth partners and value creators for their organizations.


Effective communication is a vital skill for executive leaders. It helps them to convey their vision, align their teams, and inspire their stakeholders.  No longer can executives afford to "shoot from the hip" when delivering internal or external messaging.  Now more than ever, speech is under a microscope by employees, customers, and advocate groups.  When an executive or company spokesperson misspeaks, tweets, or posts on social media and deliberately or inadvertently insults a group, it can lead to a loss of trust and respect, legal action, or even irreparably damage the company's brand.  The most valued leaders are intuitive, mindful, and empathetic, enabling them to craft messaging helpful during negotiations, when delivering bad news, or while explaining the company's position on social or economic issues.  

Organizations need to have strong and effective leadership structures and roles to tackle the complex challenges of today's world.  These are only five examples of why roles and leadership structures must be strengthened to address the evolving demands of today's critical issues.  Executive search services like JW Michaels can help you find and hire the best candidates for senior-level and executive positions.  By hiring the right executive, companies will increase their competitive advantage and transform themselves for the future.

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