What is CMO (chief marketing officer)?

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

A CMO’s main mission is to facilitate progress and improve sales by growing a comprehensive marketing plan that will promote model recognition and help the group gain a competitive advantage. With a view to achieve their own goals and successfully form their companies’ public profile, CMOs must be exceptional leaders and assume the voice of the shopper 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 powerful background in information technology may additionally 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 control of growing the strategy for corporate advertising and branding, as well as customer outreach. Because the senior most marketing position within the organization, she or he oversees these functions throughout all company product lines and geographies.

It’s the CMO’s job to:

understand the corporate’s position within the marketplace, utilizing traditional strategies, as well as newer applied sciences corresponding to data analytics;

decide how and where the company ought to be positioned in the future;

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

execute on that strategy.

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

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

Wage and pay structure

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

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

PayScale puts the median compensation for a CMO in the United States at $a hundred and 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 support its general mission. These include:

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 teams 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 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 succeed in customers and understand their thoughts on products, providers and brands.

Additionally they have given a new, a lot more prominent voice to consumers who can instantaneously broadcast their opinions to potentially 1000’s, if not millions, of people.

On the similar time, CMOs and their groups are able to faucet these applied sciences to succeed in and affect prospects, position their products and challenge competitors at the identical speed and scale as the customers.

As it has been with other C-suite executives in this new technology-driven business paradigm, the CMO must collaborate a lot more extensively with his or her executive friends 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, typically have no less than a bachelor’s degree in marketing (though an MBA is usually desirered, if not also required). They often have not less than 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 function right now requires a high level of technical aptitude to maximize the instruments and leverage the social media platforms which are essential to marketing efforts.

As an illustration, CMOs are expected to oversee the corporate’s use of analytics platforms to understand buyer preferences, priorities and patterns particularly through consumer-generated media and how that perception can drive sales.

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

To that end, CMOs must be highly inquisitive and progressive, able to establish rising technologies that could disrupt their business or trade and also then able to answer that by directing his or her C-suite colleagues on the way to reposition the corporate in light of that change.

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