What’s CMO (chief marketing officer)?

A CMO (chief marketing officer) is a C-level corporate executive accountable for activities in a company that have to do with creating, speaking and delivering offerings which have value for customers, shoppers or enterprise partners.

A CMO’s primary mission is to facilitate growth and enhance sales by growing a complete marketing plan that will promote brand recognition and help the group acquire a competitive advantage. In an effort to achieve their own goals and effectively shape their companies’ public profile, CMOs have to be distinctive leaders and assume the voice of the shopper across the company.

Chief marketing officers typically report to the CEO or chief operating officer (COO) and hold advanced degrees in each business and marketing. A CMO who has a robust background in information technology might also hold the job title chief marketing technologist (CMT). In some larger organizations, however, 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 creating the strategy for corporate advertising and branding, as well as buyer outreach. Because the senior most marketing position in the organization, she or he oversees these capabilities throughout all company product lines and geographies.

It is the CMO’s job to:

understand the corporate’s position within the marketplace, using traditional strategies, as well as newer applied sciences resembling data analytics;

determine how and the place the company ought to 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 elevating the brand awareness, recognition and loyalty that will finally lead to increased sales.

As such, the CMO is predicted to work closely (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 nearly $85,000 to about $315,000.

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

PayScale places the median compensation for a CMO in the United States at $170,000.

CMOs make that money through an annual wage, individual bonuses, profit sharing and commission.

Chief marketing officer roles and responsibilities

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

overseeing the development and placement of the creative elements 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 internal and external 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 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 customers and understand their ideas on products, companies and brands.

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

On the similar time, CMOs and their teams are able to tap those applied sciences to achieve and influence customers, position their products and problem competitors at the identical speed and scale as the customers.

As it has been with other C-suite executives in this new technology-pushed enterprise paradigm, the CMO must collaborate a lot more extensively with his or her executive friends with a view 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 very least a bachelor’s degree in marketing (although an MBA is usually wantred, if not also required). They typically have at the least a decade of expertise in marketing and/or advertising and a number of years of expertise in a managerial role.

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

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

As an illustration, CMOs are anticipated to supervise the company’s use of analytics platforms to understand buyer preferences, priorities and patterns particularly by means of consumer-generated media and the way that insight can drive sales.

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

To that end, CMOs must be highly inquisitive and revolutionary, able to determine emerging applied sciences that might disrupt their business or industry and also then able to reply to that by directing his or her C-suite colleagues on learn how to reposition the corporate in light of that change.

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