What is CMO (chief marketing officer)?

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

A CMO’s main mission is to facilitate progress and enhance sales by growing a comprehensive marketing plan that will promote brand recognition and assist the group achieve a competitive advantage. So as to achieve their own goals and successfully 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 each enterprise and marketing. A CMO who has a robust background in information technology may also hold the job title chief marketing technologist (CMT). In some bigger 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 charge of creating the strategy for corporate advertising and branding, as well as buyer outreach. Because the senior most marketing position in 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 within the marketplace, using traditional strategies, as well as newer technologies resembling data analytics;

decide how and where the corporate 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 results, with marketing efforts elevating the model awareness, recognition and loyalty that will in the end lead to elevated sales.

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

Salary and pay construction

Based on PayScale, total compensation for a U.S.-primarily based CMO ranges from nearly $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 cash by way of 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 help its overall mission. These embody:

overseeing the development and placement of the inventive components 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 teams to create a coordinated message.

Why the CMO position 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 achieve customers and understand their thoughts on products, services and brands.

In addition they have given a new, a lot more prominent voice to consumers who can instantaneously broadforged their opinions to doubtlessly 1000’s, if not millions, of people.

At the identical time, CMOs and their teams are able to tap these applied sciences to succeed in and affect customers, position their products and problem 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 should collaborate a lot more extensively with his or her executive peers so as to keep pace. CMOs additionally should be capable of adaptation and innovation, as technologies evolve and markets shift in response.

Qualifications

CMOs, who may have the title of vice president of sales and marketing, generally have a minimum of a bachelor’s degree in marketing (though an MBA is usually preferred, if not also required). They generally have at 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 strong leadership skills, experience in project development, wonderful communication skills and a high level of business acumen.

In addition, the CMO position right this moment requires a high level of technical aptitude to maximise the tools and leverage the social media platforms which might be essential to marketing efforts.

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

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

To that finish, CMOs have to be highly inquisitive and progressive, able to identify emerging technologies that could disrupt their business or industry and likewise then able to respond to that by directing his or her C-suite colleagues on learn how to reposition the company in light of that change.

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