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Yet more twisted headlines about the CMO role being dead. In actual fact this is a story of the CMO role being upgraded to be more commercial and the CMO becoming the CEO. In Vineet Mehra’s words “CMOs are now technologists, analysts, content creators, storytellers, leaders, editors, strategists, and scientists” Where the CMO lives and breathes this and anchors marketing strategy clearly to business goals, the CMO or Chief Customer Officer is one of THE most crucial roles on the board. The CMO has NEVER been more business critical than today to lead, orchestrate and deliver the future growth for businesses through customer led strategy in this digital age. It’s only a minority of CMO’s that focus solely on marcomms with poor metrics, that give the role a bad name… Business Insider

Pull up a chair cause Steve O has a lot of thoughts on this piece boys and girls. First, what a brilliantly penned piece by Kristina Monllos Having written more articles than prescribed by law during my time at Forbes, I have massive respect for those who it well and Kristina does it very well. So, kudos to you, Kristina. Ok, as for my thoughts... ➡️ Massive shoutout to Jay Pattisall from Forrester for calling Starbucks' decision to eliminate the Global CMO role for what it is, or in this case IS not: It is NOT a canary in the coal mine. There ain't no canary and there ain't no coal mine. Translation: It's much ado about nothing, at least not when it comes to the demise of the CMO role bullshit (pardon my French) we need to hear and read about every 6-12 months. Add my name to the list of marketers, brand executives, trade group leaders and consultants who see it as a reflection of the current reality for CMOs, as Kristina writes. ➡️ Love what Marla Kaplowitz, CEO of 4A's had to say about the challenges CMOs of today face being two told. One, the need to speak finance, data and tech and two, ensuring others in the c-suite "get the value of marketing." I would argue the latter challenge is significantly harder than the former. I would also add, and presumably this was implied by Marla, there is of course the third challenge of meeting consumer demands. ➡️ My man Nick Primola of the Association of National Advertisers nailed it when asked about the fact that while some companies are eliminating the title CMO, it doesn't mean these companies are "not necessarily doing less marketing." Of course they're not! At least they better not be. I love this one because every time a CMO role gets eliminated I hear the anti-marketers proclaim: See, we don't need marketing to be its own department or role!" For the love of... ➡️ Adrian Fung, eBay Global CMO referenced the "different definitions and expectations of what a CMO does" and to me therein lies a massive problem. Now he was speaking in the context of global brands, but what he said is applicable to ANY brand because the differences in definition and expectations cause too many problems -- problems that are easily avoided. What I am referring to is the fact that far too many CEOs, CFOs and all others not named CMO, all look at marketing through the same lens. I will say this til I am blue in the face but all CMOs are not the same! The CMO a given brand needs should be aligned with the overall goals of the brand. For example some brands may need a performance CMO where others need a brand CMO and so on. I will stop here, although I have lots more thoughts on the matter and am more than happy to share with you 😀 Bruce Jeanniey Jeff Monique Digiday Jessica Billee Kyle Bill Doug Doug Lou Remi Seth Gretchen Julie #cmo #cmos #chiefmarketingofficers

Forbes shared last week the list of "The World's Most Influential CMO's" and I was delighted with their reflexion on the challenges Chief Marketers face nowadays, amongst them the brutal decisions on "what not to do" in order to stay true to the brand, generate demand, and still innovate. Congratulations to the professionals that reached (or stayed on) the list, and a special "Parabéns" for fellow Brazilian Marcel Marcondes, Global CMO for AB InBev. "Traditional constructs and measures of what was once within a chief marketer’s control have gone the way of flip-phones, and marketing has become decentralized, disaggregated, democratized, and, far too often, siloed within enterprises, making the job of determining the optimal allocation of scarce resources—in order to create and capture demand—more difficult than at any time in history, at least until tomorrow." #CMO #Marketing #Branding #CustomerExperience #Innovation

💲📈💪 In the past, marketing leaders got a bit of a "pass" when it came to their impact on the business as a whole. Sure, very popular marketing/advertising campaigns would be heralded as having made a difference, but day to day the old adage attributed to John Wanamaker rang true: “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Not so any more. As this interesting article in Digiday explains, a modern CMO needs to come armed with data...he or she needs to quantify and attribute everything to metrics that impact the bottom line. And that's to say nothing of the need to be fully integrated into the C-suite and leverage the insights and intelligence of their colleagues in sales, product, and more. These kind of CMOs are rare... #CMOEvolution #MarketingLeadership #BrandStrategy #CorporateReorganization #ChiefMarketingOfficer #MarketingTransformation #BusinessGrowth #StrategicMarketing #CMOChallenges #BrandExperience

Some great tips on Building Brand Loyalty with Thought Leadership Content alongside fellow marketing leaders -- link to full article below 1. Stay Consistent And Authentic 2. Aim To Educate And Engage 3. Become A Trustworthy Resource 4. Lean In To A Video Format 5. Host Discussions With Other Industry Leaders 6. Clarify Your Area Of Expertise 7. Craft A Comprehensive Executive Strategy 8. Display A Deep Understanding Of Customer Needs 9. Highlight Successful Case Studies 10. Provide Useful Content And Solutions 11. Get Your Clients Involved 12. Choose Your Thought Leaders And Topics Carefully 13. Be Open And Vulnerable About Your Experiences 14. Anticipate Customer Needs 15. Point Out Challenges And How You've Overcome Them 16. Target Popular Publications 17. Share The Real 'You' On Social Media ✍  Sara Griggs, Katie Jewett, Trevor Henson, PMP, Asad Kausar, Astrid Pocklington, Lianna Kinard, Marie O'Riordan, Vikas Agrawal, Kerry Curran, MBA, Tom Wozniak, Antony R., Nick Karoglou, Kimberly Osborne, Jennifer Haas, Michelle Stark

Revenue+. --- That's what today's CMO is responsible for --- Translation, more or less everything in the organisation --- No wonder the average CMO is in and out in 30 months. "Among the activities that fall under the CMO’s purview, a significant increase in the responsibility for driving revenue growth." “At the end of the day, the CMO’s job goes beyond revenue”. “It’s about creating something that stands apart from the competition, building affinity with customers, making a difference in people’s lives, and communicating that idea so people understand it, believe in it, and act on it. There’s everlasting value in the work of a CMO.” https://bit.ly/3J3yTQr https://bit.ly/3GPRQDn #imaginationcafe #marketing #branding #advertising #fractionalCMO #fractionalCBO

Revenue+. --- That's what today's CMO is responsible for --- Translation, more or less everything in the organisation --- No wonder the average CMO is in and out in 30 months. "Among the activities that fall under the CMO’s purview, a significant increase in the responsibility for driving revenue growth." “At the end of the day, the CMO’s job goes beyond revenue”. “It’s about creating something that stands apart from the competition, building affinity with customers, making a difference in people’s lives, and communicating that idea so people understand it, believe in it, and act on it. There’s everlasting value in the work of a CMO.” https://bit.ly/3J3yTQr https://bit.ly/3GPRQDn #imaginationcafe #marketing #branding #advertising #fractionalCMO #fractionalCBO

🔍 The End of the CMO Role? Ritson Weighs In on Marketing's Evolution! 🔍 Fascinating insights from Marketing Week on the potential demise of the Chief Marketing Officer (CMO) role, as discussed by marketing guru Mark Ritson. The article explores the evolving landscape of marketing leadership and raises thought-provoking questions about the future. In a time of rapid change, it's crucial to assess the structures that have long defined our industry. Ritson's perspective sparks a conversation on the adaptability and relevance of traditional roles in the ever-evolving marketing landscape. https://lnkd.in/e3g-Yict

Frontier MD, Dan Southern, writes for WARC about the ever-changing scope of a CMO and how they can set themselves up for success. Read it below ⤵