Why do CMOs fail?
The prevailing talk track is that CMOs come from one of three disciplines:
- Demand Gen
- Product Marketing
- Communications
While possibly true, I’d maintain it’s irrelevant to failure.
Instead, I’d maintain that the modern CMO looks more like a GM of a business. That the reason for failure is a lack of realization of this point.
Let’s look at the modern CMO from a different perspective:
=> You are responsible for growing the company. Not leads. The company.Â
=> You control one of the largest non-headcount budgets in the company.Â
=> You lead a diverse team with multiple external partners.
=> You manage an expensive & complex tech stack.
=> You are one of the largest drivers of data & analytics in the company.
=> You are responsible for the brand and image of the company.
=> You must know your market, customers, and portfolio as well as any team.
=> You are in charge of bringing innovation to market.
=> If your company needs to transform digitally, you likely lead the way.
=> You need to empower a team that likely feels underappreciated.
=> You are the voice of the company and a reflection of the CEO.
When I look at this list, it’s clear why the role is scrutinized so heavily.
Expectations have changed.
Or, maybe you, as a CMO, have never thought of yourself as a GM of the business first.
I’d welcome seeing leaders from outside marketing stepping into CMO’s roles, as the requirements outlined above are more a function of leadership than technical skills.
Use this list to take stock of where you are today. Use it to set expectations for your next role.
#marketing #b2bmarketing #leadership
The prevailing talk track is that CMOs come from one of three disciplines:
- Demand Gen
- Product Marketing
- Communications
While possibly true, I’d maintain it’s irrelevant to failure.
Instead, I’d maintain that the modern CMO looks more like a GM of a business. That the reason for failure is a lack of realization of this point.
Let’s look at the modern CMO from a different perspective:
=> You are responsible for growing the company. Not leads. The company.Â
=> You control one of the largest non-headcount budgets in the company.Â
=> You lead a diverse team with multiple external partners.
=> You manage an expensive & complex tech stack.
=> You are one of the largest drivers of data & analytics in the company.
=> You are responsible for the brand and image of the company.
=> You must know your market, customers, and portfolio as well as any team.
=> You are in charge of bringing innovation to market.
=> If your company needs to transform digitally, you likely lead the way.
=> You need to empower a team that likely feels underappreciated.
=> You are the voice of the company and a reflection of the CEO.
When I look at this list, it’s clear why the role is scrutinized so heavily.
Expectations have changed.
Or, maybe you, as a CMO, have never thought of yourself as a GM of the business first.
I’d welcome seeing leaders from outside marketing stepping into CMO’s roles, as the requirements outlined above are more a function of leadership than technical skills.
Use this list to take stock of where you are today. Use it to set expectations for your next role.
#marketing #b2bmarketing #leadership
