What is CMO (chief marketing officer)?

A CMO (chief marketing officer) is a C-level corporate executive responsible for activities in a company that have to do with creating, speaking and delivering choices which have worth for purchasers, shoppers or business partners.

A CMO’s primary mission is to facilitate development and enhance sales by creating a comprehensive marketing plan that will promote brand recognition and help the organization gain a competitive advantage. With a view to achieve their own goals and successfully shape their companies’ public profile, CMOs must be exceptional leaders and assume the voice of the client throughout the company.

Chief marketing officers typically report to the CEO or chief working officer (COO) and hold advanced degrees in both enterprise and marketing. A CMO who has a strong background in information technology might also hold the job title chief marketing technologist (CMT). In some larger organizations, nevertheless, those positions are separate and the CMT reports to the CMO.

Chief marketing officer job description

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

It is the CMO’s job to:

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

determine how and where the company should be positioned sooner or later;

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

execute on that strategy.

The CMO’s work is anticipated to produce top-line outcomes, with marketing efforts raising the model awareness, recognition and loyalty that will in the end lead to increased sales.

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

Wage and pay structure

In keeping with PayScale, total compensation for a U.S.-based CMO ranges from practically $eighty five,000 to about $315,000.

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

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

CMOs make that money by way of an annual wage, particular person bonuses, profit sharing and commission.

Chief marketing officer roles and responsibilities

The CMO has a breadth of roles and responsibilities to help its overall mission. These embrace:

overseeing the development and placement of the artistic parts that position the company within the marketplace;

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

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

directing the company’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 21st century have elevated the importance of the CMO position in lots of 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 ideas on products, companies and brands.

Additionally they have given a new, a lot more prominent voice to consumers who can instantaneously broadforged their opinions to probably hundreds, if not millions, of people.

At the same time, CMOs and their teams are able to faucet these technologies to achieve and affect prospects, position their products and problem competitors on the same speed and scale as the customers.

As it has been with different C-suite executives in this new technology-pushed business paradigm, the CMO should collaborate much more extensively with his or her executive peers with a purpose to keep pace. CMOs also should be capable of adaptation and innovation, as technologies 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 least a bachelor’s degree in marketing (though an MBA is usually favorred, if not also required). They typically have a minimum of a decade of experience in marketing and/or advertising and multiple years of expertise in a managerial role.

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

In addition, the CMO position as we speak requires a high level of technical aptitude to maximize the instruments and leverage the social media platforms which can be essential to marketing efforts.

For instance, CMOs are anticipated to supervise the company’s use of analytics platforms to understand customer preferences, priorities and patterns particularly by consumer-generated media and how that insight can drive sales.

They’re additionally expected to direct marketing campaigns and buyer outreach by way of present — and rising — social media sites, as well as via traditional channels.

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

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