A Chief Marketing Officer (CMO) leads marketing strategy and connects customer demand with company growth. The remit can include brand, research, communications, pricing and the measurement of marketing investment.
A Chief Marketing Officer (CMO) leads the planning and execution of an organisation’s marketing. The remit may include brand, customer research, communications and the commercial performance of campaigns.
CMO directly reports to the Chief executive officer (CEO). CMO’s primary job is to generate revenue by increasing sales through successful campaigns and marketing tactics for the entire company. It includes the proper application of sound market research, pricing, brand marketing, effective marketing communications, advertising, and public relations.
CMO’s role can’t be exactly defined in a short span. It is expanded over different dimensions, i.e., sales management, new business development, product and brand development, distribution channel management, and esteemed customer service.
Roles and responsibilities of the CMO
An executive-level Chief Marketing Officer must be experienced in both analytical and creative traits. He/ she should have extensive knowledge of industry-level production, information technology, legal, and finance aspects. Some of the major roles and significant responsibilities that govern this particular role are as mentioned below:
Growth driving personality
- One of the critical roles of a CMO is to create and manage profitable growth for its company. It means the CMO needs to be a growth driver who identifies and rectifies the lacking between the ideal state and reality.
- CMO facilitates for company’s growth, sales, and winning marketing strategies. All forces should be inclined towards a single objective, i.e., revenue generation, cost reduction, or risk mitigation.
- It means the CMO should “Listen” to the latest market trends and direct the organization’s market research efforts.
- CMO creates a stable network of strategic partnerships for growth purposes.
Customer-winning attitude
- CMO’s role should be a customer champion to execute every successful marketing campaign.
- CMO should be keen to align the company’s structure around customer-centric policies. They need to use data and analytics wisely to deliver the best customer experiences and measurable business results.
Marketing capable
- The power to accumulate and implement effective marketing capabilities are the significant traits of a successful CMO.
- CMO should function as a capability builder to lead the function’s reach across the business.
- He/ she should devise a compatible and feasible marketing plan for its department and oversee its day-to-day implementation.
Innovative thinking & storytelling
- CMO should be an out-of-the-box thinker. A person who can create breakthroughs with his/ her ideas.
- Innovative thinking plays a role of catalyst in a CMO’s job role and the wise usage of data and due intelligence towards the advancement of growth agenda.
- CMO should know how to disseminate the news about their companies’ products and invite customers to participate in the narrative.
- A good storytelling attribute is a must for CMO to promote brand relevance and consistency.
- CMO would design and collaborate promotional campaigns, PR, and other marketing efforts across every seamless channel, whether digital or press, etc.
The CMO’s remit varies with the organisation, product and route to market. The role needs clear measures for demand, customer value and brand performance, then must explain how marketing choices support the wider commercial plan.
Other interesting articles
- Chief Executive Officer (CEO)
- Chief Operator Officer (COO)
- Chief Commercial Officer (CCO)
- Chief Financial Officer (CFO)
- Chief Human Resources Officer (CHRO)
- Chief Information Officer (CIO)
- Chief Purchasing Officer (CPO)
- Chief Technology Officer (CTO)
- Chief Sales Officer (CSO)
- Chief Risk Officer (CRO)
- Chief Legal Officer (CLO)
How companies define the CMO role
The position varies with the company’s sales model and structure. One CMO may own acquisition and brand, while another shares revenue responsibility with sales or product leaders. Clear targets matter because awareness, qualified demand, retention and revenue require different measures.
