Strengthening the Bond Between the CSO and CMO: Interlock

When you think about corporate growth, you often think about visionary leaders and innovative products. However, another critical piece of the puzzle is the relationship between the Chief Marketing Officer (CMO) and the Chief Sales Officer (CSO). Unfortunately, many companies struggle with this relationship; the consequences can be devastating if left unchecked.

Picture this: the CMO and CSO work in their own silos, barely communicating, each focused on their own metrics. It’s like a band where the drummer and guitarist don't talk to each other – and it doesn't take a music genius to know that will sound awful. The CEO might see this disconnect, feel the discomfort, and decide if it’s bad enough that it's time for one of them to go, causing chaos in the company and throwing a wrench in the growth plans. On the other hand, companies with a strong CMO-CSO bond seem to have the upper hand in consistent growth, better customer retention, and lower customer acquisition costs.

So, how can companies avoid the pitfall of a fragile, if non-existent, CMO-CSO relationship? The answer is to "interlock." This concept isn't just about having a chat over coffee every now and then. It's about creating a relationship where marketing and sales are interdependent, like a well-oiled machine. They work together to create a seamless process that leads to success. Here’s what that looks like in practice:

1.???????????? CEOs Must Set the Tone: The CEO must insist on teamwork and foster an environment and culture where everyone feels free to share ideas. It’s like a sports team where the coach encourages players to talk strategy and work together. The CEO can also encourage team-building activities that bring the CMO and CSO closer.

2. ????? Regular One-on-One Meetings: The CMO and CSO should meet at least once a week. These meetings should focus on go-to-market strategies with the customer in mind. It's a chance to discuss what's working, what's not, and how to align marketing and sales efforts.

4. ????? Joint Presentations: The CMO and CSO should collaborate on the content when preparing for board meetings or other significant presentations. The presentations should look and feel synchronized, showing a united front. It's like watching a dance where every move is perfectly timed.

5. ????? Regular Check-Ins with the CEO: At least once a month, the CMO and CSO should meet with the CEO to discuss progress and challenges. These meetings should be open and honest, allowing everyone to share their thoughts without hesitation.

6. ????? Host Customer Forums: Bring the executive team together once a quarter for a customer forum led by sales and marketing. It's a chance to review key metrics, discuss customer feedback, and highlight wins and losses. This fosters transparency and continuous improvement.

7. ????? Celebrate Successes Together: Celebrating wins is essential for building a strong bond. Companies can hold informal after-hours events where the CMO, CSO, and their teams can relax and get to know each other better. It’s all about building relationships and having some fun along the way.

Conclusion

Achieving interlock between the CMO and CSO is challenging but worth the effort. When done right, it becomes second nature, like riding a bike. At Chief Outsiders, we specialize in helping companies build strong CMO-CSO relationships. If you need assistance tightening your sales and marketing interlock, we’re here to help. Just call us, and let's create harmony in your organization.

#gotomarket, #alignment, #salesandmarketingalignment, #CMO, #CSO

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