What’s CMO (chief marketing officer)?

A CMO (chief marketing officer) is a C-level corporate executive liable for activities in an organization that need to do with creating, speaking and delivering choices which have worth for purchasers, purchasers or enterprise partners.

A CMO’s primary mission is to facilitate progress and improve sales by developing a complete marketing plan that will promote model recognition and assist the group gain a competitive advantage. In order to achieve their own goals and effectively form their companies’ public profile, CMOs should be exceptional leaders and assume the voice of the customer across 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 may additionally hold the job title chief marketing technologist (CMT). In some larger organizations, nonetheless, 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 customer outreach. As the senior most marketing position in the organization, he or she oversees these functions throughout all company 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 technologies similar to data analytics;

determine how and the place the company should 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 results, with marketing efforts raising the model awareness, recognition and loyalty that will finally lead to increased sales.

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

Salary and pay construction

In response to PayScale, total compensation for a U.S.-based mostly CMO ranges from practically $85,000 to about $315,000.

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

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

CMOs make that money by 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 general mission. Those embrace:

overseeing the development and placement of the creative elements that position the company in 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 inside and exterior public relations groups to create a coordinated message.

Why the CMO role has gained prominence

The technology advancements of the 21st 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 reach clients and understand their thoughts on products, services and brands.

They also have given a new, a lot more prominent voice to consumers who can instantaneously broadsolid their opinions to doubtlessly 1000’s, if not millions, of people.

At the same time, CMOs and their groups are able to faucet those applied sciences to reach and influence clients, position their products and problem competitors at the same speed and scale as the customers.

As it has been with different C-suite executives in this new technology-driven business paradigm, the CMO must collaborate a lot more extensively with his or her executive peers in an effort 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 at the least a bachelor’s degree in marketing (though an MBA is usually favorred, if not additionally required). They often have at least a decade of experience in marketing and/or advertising and a number of years of expertise in a managerial role.

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

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

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

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

To that finish, CMOs should be highly inquisitive and innovative, able to establish emerging technologies that would disrupt their business or trade and also then able to answer that by directing his or her C-suite colleagues on how one can reposition the company in light of that change.

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