What’s a Chief Marketing Officer?

A CMO (chief marketing officer) is a C-level corporate executive answerable for activities in an organization that have to do with creating, speaking and delivering offerings that have value for purchasers, purchasers or enterprise partners.

A CMO’s primary mission is to facilitate development and improve sales by creating a comprehensive marketing plan that will promote model recognition and assist the group gain a competitive advantage. As a way to achieve their own goals and successfully shape their companies’ public profile, CMOs have to be distinctive leaders and assume the voice of the customer throughout the company.

Chief marketing officers typically report to the CEO or chief operating officer (COO) and hold advanced degrees in both enterprise and marketing. A CMO who has a powerful background in information technology may additionally hold the job title chief marketing technologist (CMT). In some bigger organizations, nevertheless, these positions are separate and the CMT reports to the CMO.

Chief marketing officer job description

More specifically, the CMO is the executive answerable for growing the strategy for corporate advertising and branding, as well as buyer outreach. As the senior most marketing position within the group, she or he oversees these capabilities throughout all company product lines and geographies.

It’s the CMO’s job to:

understand the company’s position in the marketplace, using traditional methods, as well as newer applied sciences corresponding to data analytics;

determine how and the place the company needs to be positioned sooner or later;

develop the strategy to drive the group to that future market position; and

execute on that strategy.

The CMO’s work is expected to produce top-line results, with marketing efforts raising the brand awareness, recognition and loyalty that will ultimately lead to increased sales.

As such, the CMO is expected to work closely (or in some organizations even lead) the sales unit.

Wage and pay construction

According to PayScale, total compensation for a U.S.-based mostly CMO ranges from practically $85,000 to about $315,000.

The CMO’s experience level and the geographic location of the position influence the pay, as does the size of the organization.

PayScale puts the median compensation for a CMO within the United States at $one hundred seventy,000.

CMOs make that money via an annual salary, individual bonuses, profit sharing and commission.

Chief marketing officer roles and responsibilities

The CMO has a breadth of roles and responsibilities to assist its total mission. Those embody:

overseeing the development and placement of the inventive elements that position the company in the marketplace;

researching and assessing the market and the corporate’s position in it;

supervising or collaborating with sales to turn marketing insights into sales; and

directing the corporate’s public relations efforts, or working in conjunction with inner and exterior public relations groups to create a coordinated message.

Why the CMO function has gained prominence

The technology advancements of the twenty first century have elevated the significance of the CMO position in many organizations. The internet, the ubiquity of mobile computing, the internet of things, analytics, artificial intelligence and social media platforms all have created new ways to reach clients and understand their thoughts on products, providers and brands.

In addition they have given a new, much more prominent voice to consumers who can instantaneously broadsolid their opinions to probably thousands, if not millions, of people.

At the similar time, CMOs and their groups are able to tap those applied sciences to succeed in and affect customers, position their products and challenge competitors on the identical speed and scale because the customers.

As it has been with different C-suite executives in this new technology-driven enterprise paradigm, the CMO must collaborate much more extensively with his or her executive friends with a view to keep pace. CMOs also should be capable of adaptation and innovation, as applied sciences evolve and markets shift in response.

Qualifications

CMOs, who may additionally have the title of vice president of sales and marketing, usually have at the very least a bachelor’s degree in marketing (though an MBA is commonly choosered, if not also required). They generally have at the least a decade of experience in marketing and/or advertising and a number of years of experience in a managerial role.

They’re anticipated to have robust leadership skills, experience in project development, wonderful communication skills and a high level of enterprise acumen.

In addition, the CMO role immediately requires a high level of technical aptitude to maximise the instruments and leverage the social media platforms that are essential to marketing efforts.

For example, CMOs are expected to oversee the corporate’s use of analytics platforms to understand customer preferences, priorities and patterns particularly by consumer-generated media and the way that perception can drive sales.

They’re also anticipated to direct marketing campaigns and customer outreach by way of existing — and emerging — social media sites, as well as through traditional channels.

To that finish, CMOs should be highly inquisitive and modern, able to establish rising applied sciences that could disrupt their business or business and likewise then able to answer that by directing his or her C-suite colleagues on how one can reposition the company in light of that change.

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