What is CMO (chief marketing officer)?

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

A CMO’s primary mission is to facilitate development and increase sales by creating a comprehensive marketing plan that will promote model recognition and assist the organization gain a competitive advantage. So as to achieve their own goals and effectively shape their firms’ public profile, CMOs should 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 business and marketing. A CMO who has a powerful background in information technology can 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 accountable for creating the strategy for corporate advertising and branding, as well as buyer outreach. Because the senior most marketing position within the organization, he or she oversees these capabilities throughout all firm product lines and geographies.

It’s the CMO’s job to:

understand the corporate’s position in the marketplace, utilizing 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 organization to that future market position; and

execute on that strategy.

The CMO’s work is predicted to produce top-line outcomes, with marketing efforts elevating the model 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

Based on PayScale, total compensation for a U.S.-primarily based CMO ranges from almost $eighty five,000 to about $315,000.

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

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

CMOs make that cash by way of 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 help its general mission. Those include:

overseeing the development and placement of the artistic parts that position the corporate 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 corporate’s public relations efforts, or working in conjunction with inner and exterior public relations teams 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 thoughts on products, companies and brands.

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

On the similar time, CMOs and their groups are able to faucet those technologies to reach and influence customers, position their products and challenge competitors at the same 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 peers with a view to keep pace. CMOs also have to be capable of adaptation and innovation, as applied sciences evolve and markets shift in response.

Qualifications

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

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

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

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

They’re also anticipated to direct marketing campaigns and buyer outreach via existing — and rising — social media sites, as well as by traditional channels.

To that end, CMOs must be highly inquisitive and modern, able to establish emerging technologies that could disrupt their enterprise or industry and also then able to respond 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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