What is a Chief Marketing Officer?
公開日:2021/12/19 / 最終更新日:2021/12/19
A CMO (chief marketing officer) is a C-level corporate executive chargeable for activities in a company that have to do with creating, speaking and delivering choices which have value for purchasers, purchasers or enterprise partners.
A CMO’s primary mission is to facilitate development and improve sales by growing a comprehensive marketing plan that will promote model recognition and help the organization gain a competitive advantage. With a view to achieve their own goals and successfully shape their companies’ public profile, CMOs should be distinctive leaders and assume the voice of the customer across the company.
Chief marketing officers typically report to the CEO or chief working officer (COO) and hold advanced degrees in both business and marketing. A CMO who has a robust background in information technology may 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 growing the strategy for corporate advertising and branding, as well as buyer outreach. Because the senior most marketing position within the group, she or he oversees these functions across all firm product lines and geographies.
It’s the CMO’s job to:
understand the corporate’s position in the marketplace, using traditional strategies, as well as newer technologies reminiscent of data analytics;
decide how and where 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 expected to produce top-line outcomes, with marketing efforts elevating the model awareness, recognition and loyalty that will in the end lead to elevated sales.
As such, the CMO is anticipated to work intently (or in some organizations even lead) the sales unit.
Wage and pay structure
In keeping with PayScale, total compensation for a U.S.-based CMO ranges from practically $eighty five,000 to about $315,000.
The CMO’s experience level and the geographic location of the position influence the pay, as does the size of the organization.
PayScale places the median compensation for a CMO within the United States at $a hundred and seventy,000.
CMOs make that cash via 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 support its overall mission. These embody:
overseeing the development and placement of the creative parts that position the company within 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 corporate’s public relations efforts, or working in conjunction with inner and exterior 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 significance 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 clients and understand their ideas 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 hundreds, if not millions, of people.
On the same time, CMOs and their groups are able to faucet those applied sciences to achieve and influence clients, position their products and challenge competitors at the same speed and scale because the customers.
As it has been with different C-suite executives in this new technology-pushed enterprise paradigm, the CMO must collaborate much more extensively with his or her executive friends as a way to keep pace. CMOs also have to be capable of adaptation and innovation, as technologies evolve and markets shift in response.
Qualifications
CMOs, who might also have the title of vice president of sales and marketing, generally have at the least a bachelor’s degree in marketing (although an MBA is commonly wantred, if not additionally required). They generally have a minimum of a decade of experience in marketing and/or advertising and a number of years of expertise in a managerial role.
They’re anticipated to have robust leadership skills, expertise in project development, excellent communication skills and a high level of enterprise acumen.
In addition, the CMO function immediately requires a high level of technical aptitude to maximize the tools and leverage the social media platforms that are essential to marketing efforts.
As an example, CMOs are expected to supervise the company’s use of analytics platforms to understand buyer preferences, priorities and patterns particularly by consumer-generated media and how that insight can drive sales.
They’re additionally anticipated to direct marketing campaigns and customer outreach through present — and rising — social media sites, as well as by means of traditional channels.
To that end, CMOs should be highly inquisitive and revolutionary, able to identify emerging applied sciences that would disrupt their business or trade and likewise then able to respond to that by directing his or her C-suite colleagues on learn how to reposition the company in light of that change.
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