The Evolving Role of the CMO

There is no doubt that in the last few years, the role of the CMO has changed significantly. With the increasing impact of social media and technology and the data it generates, as well as the demands of an increasingly sophisticated customer base, the role of a CMO is fast becoming simultaneously more influential and less autonomous.

Corporate boards are now much more aware of the data at the CMO’s fingertips, and are looking for regular, in depth, ongoing analysis on ROI. CMOs who embrace this and work hard to deliver against targets and ROI as well as taken ownership for customer intelligence and interface are likely to see their influence increase. Those who fail to embrace ongoing measurement and analysis are conversely like to experience a decrease in influence and autonomy over budgets and spend diminished. 

A 2014 survey of CMOs by Forrester also points to CMOs developing their roles as business leaders, rather than solely as marketing leaders, identifying key objectives as both growing revenue and market share amongst others. CMOs are also working more collaboratively with senior colleagues and demanding an influential seat at the C-suite table.

These results are echoed by a recent survey by Ernst and Young on the increasing levels of collaboration seen between CFOs and CMOs, highlighting the focus on digital, analytics and ROI in order to accelerate business growth. However this report also looks at the difficulties CFOs have experience in working effectively with CMOs including lack of KPIs linking marketing to business need, lack of common measurement tools and processes and cultural differences between the two disciplines.

As the role of CMO continues to evolve and attract more attention from the corporate board, so to do the aspirations of ambitious CMOs. The survey by Forrester also identified that the majority of CMOs are now aspiring CEOs, where previously they would have looked for a sideways move to a larger organisation.

The reality is that the opportunities for all marketing professionals are opening up, with the role of the marketer becoming increasingly more influential at all levels of business. What is important is that as a marketer you take time to plan your own career path carefully. Look to address skill gaps with training or experience in different sectors or positions, and develop a team of peers, mentors and advisors who can steer you on your journey to the top. There are no barriers that hard work and planning can’t break down.

Neil Brown is lead consultant at Incubate Consulting, experts in sales, marketing & digital recruitment. For a discreet conversation with Neil contact 07917 458 066.