A CMO (chief marketing officer) is a C-level corporate executive chargeable for activities in a company that have to do with creating, communicating and delivering offerings that have value for patrons, shoppers or enterprise partners.
A CMO’s major mission is to facilitate progress and increase sales by creating a complete marketing plan that will promote brand recognition and assist the group gain a competitive advantage. With a purpose to achieve their own goals and effectively form their corporations‘ public profile, CMOs must be distinctive leaders and assume the voice of the client across 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 powerful background in information technology may hold the job title chief marketing technologist (CMT). In some larger organizations, however, these positions are separate and the CMT reports to the CMO.
Chief marketing officer job description
More specifically, the CMO is the executive in command of developing the strategy for corporate advertising and branding, as well as customer outreach. As the senior most marketing position in the organization, she or he oversees these capabilities throughout all company product lines and geographies.
It’s the CMO’s job to:
understand the company’s position within the marketplace, utilizing traditional strategies, as well as newer applied sciences reminiscent of data analytics;
determine how and where the corporate must be positioned in the future;
develop the strategy to drive the group to that future market position; and
execute on that strategy.
The CMO’s work is predicted to produce top-line outcomes, with marketing efforts raising the brand awareness, recognition and loyalty that will finally lead to increased sales.
As such, the CMO is anticipated to work intently (or in some organizations even lead) the sales unit.
Wage and pay construction
Based on 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 within the United States at $one hundred seventy,000.
CMOs make that money by way of an annual salary, individual bonuses, profit sharing and commission.
Chief marketing officer roles and responsibilities
The CMO has a breadth of roles and responsibilities to support its total mission. Those include:
overseeing the development and placement of the artistic parts that position the corporate in the marketplace;
researching and assessing the market and the corporate’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 internal and external public relations groups to create a coordinated message.
Why the CMO function has gained prominence
The technology advancements of the 21st century have elevated the importance of the CMO position in many 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 succeed in prospects and understand their thoughts on products, providers and brands.
In addition they have given a new, much more prominent voice to consumers who can instantaneously broadcast their opinions to probably 1000’s, if not millions, of people.
At the identical time, CMOs and their groups are able to tap those applied sciences to reach and influence customers, position their products and problem competitors at the same speed and scale as the customers.
As it has been with other C-suite executives in this new technology-driven enterprise paradigm, the CMO should collaborate much more extensively with his or her executive peers in an effort to keep pace. CMOs additionally have to 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, usually have a minimum of a bachelor’s degree in marketing (though an MBA is usually choosered, if not additionally required). They often have not less than 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, expertise in project development, wonderful communication skills and a high level of business acumen.
In addition, the CMO function right now requires a high level of technical aptitude to maximize the instruments and leverage the social media platforms which can be essential to marketing efforts.
For example, CMOs are expected to oversee the corporate’s use of analytics platforms to understand customer preferences, priorities and patterns particularly by way of consumer-generated media and how that perception can drive sales.
They’re also expected to direct marketing campaigns and customer outreach via current — and emerging — social media sites, as well as through traditional channels.
To that finish, CMOs should be highly inquisitive and innovative, able to identify rising technologies that might disrupt their business or trade and likewise then able to answer that by directing his or her C-suite colleagues on the right way to reposition the company in light of that change.