A CMO (chief marketing officer) is a C-level corporate executive responsible for activities in an organization that should do with creating, speaking and delivering choices which have value for customers, clients or business partners.

A CMO’s major mission is to facilitate growth and improve sales by creating a comprehensive marketing plan that will promote model recognition and assist the group acquire a competitive advantage. With a purpose to achieve their own goals and successfully shape their firms’ public profile, CMOs must be exceptional 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 both enterprise and marketing. A CMO who has a powerful background in information technology might also hold the job title chief marketing technologist (CMT). In some larger organizations, however, those positions are separate and the CMT reports to the CMO.

Chief marketing officer job description

More specifically, the CMO is the executive in control of creating the strategy for corporate advertising and branding, as well as buyer outreach. As the senior most marketing position in the group, he or she oversees these functions throughout all company product lines and geographies.

It’s the CMO’s job to:

understand the company’s position within the marketplace, using traditional methods, as well as newer applied sciences resembling data analytics;

decide how and the place the company must be positioned sooner or later;

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 model awareness, recognition and loyalty that will finally lead to elevated sales.

As such, the CMO is anticipated to work carefully (or in some organizations even lead) the sales unit.

Wage and pay construction

According to PayScale, total compensation for a U.S.-based CMO ranges from almost $eighty five,000 to about $315,000.

The CMO’s expertise level and the geographic location of the position affect the pay, as does the size of the organization.

PayScale places the median compensation for a CMO in the United States at $one hundred seventy,000.

CMOs make that money by means of an annual salary, particular person bonuses, profit sharing and commission.

Chief marketing officer roles and responsibilities

The CMO has a breadth of roles and responsibilities to assist its general mission. Those embrace:

overseeing the development and placement of the artistic components that position the corporate in the marketplace;

researching and assessing the market and the company’s position in it;

supervising or collaborating with sales to turn marketing insights into sales; and

directing the corporate’s public relations efforts, or working in conjunction with inside and external public relations teams to create a coordinated message.

Why the CMO position has gained prominence

The technology advancements of the twenty first 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 reach customers and understand their thoughts on products, services and brands.

They also have given a new, much more prominent voice to consumers who can instantaneously broadcast their opinions to potentially thousands, if not millions, of people.

At the similar time, CMOs and their teams are able to tap those technologies to succeed in and influence prospects, position their products and challenge competitors at the similar speed and scale because the customers.

As it has been with other C-suite executives in this new technology-driven enterprise paradigm, the CMO must collaborate a lot more extensively with his or her executive friends in order to keep pace. CMOs also must 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, generally have at the very least a bachelor’s degree in marketing (although an MBA is commonly preferred, if not also required). They often have at least a decade of expertise in marketing and/or advertising and multiple years of experience in a managerial role.

They’re anticipated to have sturdy leadership skills, expertise in project development, glorious communication skills and a high level of business acumen.

In addition, the CMO role at present requires a high level of technical aptitude to maximise the tools and leverage the social media platforms that are essential to marketing efforts.

For instance, CMOs are anticipated to oversee the corporate’s use of analytics platforms to understand buyer preferences, priorities and patterns particularly by way of consumer-generated media and how that perception can drive sales.

They’re also anticipated to direct marketing campaigns and customer outreach via existing — and rising — social media sites, as well as through traditional channels.

To that end, CMOs should be highly inquisitive and revolutionary, able to identify emerging applied sciences that might disrupt their business or trade and likewise then able to reply to that by directing his or her C-suite colleagues on learn how to reposition the corporate in light of that change.

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