Is Nepal Ready for CMO-as-a-Service?
Ujaya Shakya
Founder, Outreach/ Author, Brandsutra/ First Vice President, Advertising Association of Nepal/ Entrepreneur/ Transforming MarCom Ecosystem in Nepal/ Open to New Ideas
As businesses evolve, so do their marketing needs. A brand without strategy is lost in transit, n a brand without a consistent identity is invisible. Many businesses get the identity right but struggle with their strategy. This is because of a common misconception that all marketing activities - advertising, events, social media posts - constitute strategy. In reality, these are the outcomes of a well defined strategy, not the strategy itself. This gap often exists due to the absence of senior marketing leadership that provides strategic direction to in-house teams or agency partners. That is where an experienced Chief Marketing Officer (CMO) becomes essential. But does every company need a full-time CMO?
In Nepal, we rarely see more than two large-scale campaigns annually, even for bigger brands. Most marketing efforts are tactical, focusing on short-term gains. Are we underestimating the power of brand strategy?
A CMO brings experience n strategic thinking, bridging the gap between consumer n business. Their role goes beyond marketing activities - they define brand positioning, consumer insights, campaign roadmaps and growth strategies, including product launches, pricing and customer acquisition n engagements. However, hiring a full-time CMO can be expensive for many brands - especially new n growing ones - they may not require one on a permanent basis.
Most emerging brands in Nepal focus on awareness in their early stages but struggle to evolve as they mature. Without a strong strategic foundation, they risk losing relevance over time. We have seen many consumer products initially perform well, only to fade away. Even some iconic brands we grew up with are no longer relevant or available. This happens because businesses often take an activity-oriented approach, mistaking a well-designed logo and packaging for brand-building.
Brands are not built through aesthetics alone, they thrive on emotional connections N consumer loyalty, creating a community of brand advocates. Without this foundation, a product remains a commodity rather than becoming a “Brand”. This is where senior marketing leadership, such as a CMO, plays a crucial role. But is there a more flexible, cost-effective model that allows businesses to access this expertise without committing to a full-time hire?
CMO-as-a-Service - a solution that provides on-demand access to experienced marketing leadership. This model could be particularly valuable for Nepal’s domestic businesses, from financial services and insurance to consumer goods, helping them move beyond marketing activities to build strong n sustainable brands.
What do you think? Can CMO-as-a-Service reshape Nepal’s brand strategy landscape? Let’s discuss here.
Marketing Strategist, Content Marketer, Marketing Technology Evangelist, Solutions Provider
1 周In my opinion, a senior marketing professional as CMO who can understand the business well with a growth mindset is the real asset. I'm speaking from 1st hand experience. A CMO for just branding and communication may turn out to be an expensive proposition.
AVP at Kotak Life (Digital Bancassurance, Ex - Kotak Wealth Channel)
1 周This is one great idea, given the condition that the CMO chosen is highly qualified/experienced across multiple industries and has a great knowlege of the company's value chain. Since MSMEs are so many and CMOs so few(most of them working full-time already), there are challenges on this particular part. CMO as a service should be time bound, cost-effective, superflexible, suitable and customizable. It should come with an assurity that the MSME will thrive after adopting this, and that is only possible under a great and dedicated leadership, which is rare(and expensive). I had a similar idea about having mini business consultant companies in Nepal who will help small businesses scale, and share a part of the profit post revenue. The goal is same, however the number of people required to complete the execution might make a difference. This will always be an open ended and ever evolving discussion.
General Manager at Dhanshiri Communication Limited
2 周A very timely write-up directing towards shaping up brands from startups to emerging enterprises. Outsourcing management services has been instrumental for many years in different market orientations. Outsourcing CMO service is instrumental too. It is true that proper marketing management can put immense positive inputs in the value chain. There is no alternative to that. In fact, marketing is related to all the aspects of business and an active approach throughout the value chain. Outsourcing CMO services can be very effective for its success, while being cost effective to attain strategic ambitions of a company. Thanks Ujaya Shakya for sharing with us your valuable thoughts and strategic directions. Your advice is invaluable for any active business ventures in any market. Thanks again. ??
Cannes Speaker, Cannes Jury, Adfest Jury, Mad stars Jury, Apac Effie Jury 120+ international and local Award winner
2 周Great advice
General Manager @ Eveready Industries India Ltd | Executive Program in Digital Transformation, Strategic Marketing
2 周Agencies which had good creative teams did well even when advertising entered into a very competitive phase. Agencies which had strategy teams went up at the top of the ladder when most agencies entered the phase of cost cutting to survive. Clients always valued those who were not only interested in media billing but had capabilities to work as per Brand value proposition and nurture it. CMO as a Service, sounds like you plan to take it one notch up. Should work for agencies which have always maintained client confidentiality. Great concept. Best of luck if you intend to start this.