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 responsible for activities in a corporation that need to do with creating, communicating and delivering choices which have worth for patrons, shoppers or business partners.
A CMO’s primary mission is to facilitate growth and enhance sales by growing a complete marketing plan that will promote brand recognition and assist the group acquire a competitive advantage. With the intention to achieve their own goals and effectively shape their firms’ public profile, CMOs should be distinctive leaders and assume the voice of the client throughout 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 strong background in information technology may additionally hold the job title chief marketing technologist (CMT). In some larger organizations, nonetheless, these positions are separate and the CMT reports to the CMO.
Chief marketing officer job description
More specifically, the CMO is the executive accountable for creating the strategy for corporate advertising and branding, as well as buyer outreach. As the senior most marketing position within the organization, she or he oversees these features across all company product lines and geographies.
It is the CMO’s job to:
understand the corporate’s position in the marketplace, utilizing traditional strategies, as well as newer applied sciences similar to data analytics;
decide how and where the corporate should be positioned in the future;
develop the strategy to drive the organization to that future market position; and
execute on that strategy.
The CMO’s work is predicted to produce top-line results, with marketing efforts raising the model 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
In response to PayScale, total compensation for a U.S.-based mostly CMO ranges from almost $85,000 to about $315,000.
The CMO’s expertise 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 an annual wage, individual bonuses, profit sharing and commission.
Chief marketing officer roles and responsibilities
The CMO has a breadth of roles and responsibilities to assist its total mission. These include:
overseeing the development and placement of the creative elements that position the company 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 inner and exterior public relations groups to create a coordinated message.
Why the CMO role 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 achieve prospects and understand their thoughts on products, providers and brands.
They also have given a new, a lot more prominent voice to consumers who can instantaneously broadsolid their opinions to potentially thousands, if not millions, of people.
On the same time, CMOs and their teams are able to tap these technologies to succeed in and influence customers, position their products and challenge competitors on the same speed and scale as the customers.
As it has been with different C-suite executives in this new technology-driven enterprise paradigm, the CMO should collaborate much more extensively with his or her executive peers as a way to keep pace. CMOs also must 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 very least a bachelor’s degree in marketing (although an MBA is often wantred, if not additionally required). They generally have a minimum of a decade of expertise in marketing and/or advertising and multiple years of expertise in a managerial role.
They’re anticipated to have robust leadership skills, experience in project development, wonderful communication skills and a high level of business acumen.
In addition, the CMO position at present requires a high level of technical aptitude to maximise the tools and leverage the social media platforms which are essential to marketing efforts.
For instance, 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 the way that perception can drive sales.
They’re additionally anticipated to direct marketing campaigns and buyer outreach through current — and rising — social media sites, as well as via traditional channels.
To that end, CMOs should be highly inquisitive and revolutionary, able to establish emerging applied sciences that could disrupt their business or business and also then able to reply to that by directing his or her C-suite colleagues on easy methods to reposition the company in light of that change.
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