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 accountable for activities in an organization that need to do with creating, communicating and delivering offerings which have value for customers, shoppers or enterprise 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 help the organization gain a competitive advantage. In an effort to achieve their own goals and effectively shape their firms’ public profile, CMOs have to be distinctive leaders and assume the voice of the client throughout the company.
Chief marketing officers typically report to the CEO or chief operating officer (COO) and hold advanced degrees in both business and marketing. A CMO who has a strong background in information technology may additionally hold the job title chief marketing technologist (CMT). In some bigger 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 accountable for developing the strategy for corporate advertising and branding, as well as customer outreach. Because the senior most marketing position in the organization, he or she oversees these features across all company product lines and geographies.
It is the CMO’s job to:
understand the company’s position in the marketplace, utilizing traditional methods, as well as newer applied sciences akin to data analytics;
determine how and where the company needs to 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 elevating the brand awareness, recognition and loyalty that will ultimately 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 structure
In keeping with PayScale, total compensation for a U.S.-based mostly CMO ranges from nearly $85,000 to about $315,000.
The CMO’s experience level and the geographic location of the position influence the pay, as does the dimensions of the organization.
PayScale puts the median compensation for a CMO in the United States at $one hundred seventy,000.
CMOs make that money by way of an annual wage, 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 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 company’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 succeed in customers and understand their ideas on products, providers and brands.
They also have given a new, much more prominent voice to consumers who can instantaneously broadforged their opinions to probably thousands, if not millions, of people.
On the same time, CMOs and their teams are able to faucet these technologies to reach and affect clients, position their products and problem competitors on the similar speed and scale because the customers.
As it has been with other C-suite executives in this new technology-driven business paradigm, the CMO should collaborate much more extensively with his or her executive peers in order to keep pace. CMOs additionally must be capable of adaptation and innovation, as technologies evolve and markets shift in response.
Qualifications
CMOs, who may also have the title of vice president of sales and marketing, typically have not less than a bachelor’s degree in marketing (although an MBA is commonly choosered, if not additionally required). They often have at the very least a decade of experience in marketing and/or advertising and multiple years of expertise in a managerial role.
They’re expected to have sturdy leadership skills, experience in project development, glorious communication skills and a high level of enterprise acumen.
In addition, the CMO function today requires a high level of technical aptitude to maximize the instruments and leverage the social media platforms which are essential to marketing efforts.
As an illustration, CMOs are expected to supervise the company’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 additionally expected to direct marketing campaigns and buyer outreach via present — and rising — social media sites, as well as by means of traditional channels.
To that end, CMOs should be highly inquisitive and progressive, able to identify rising applied sciences that might disrupt their enterprise or business and in addition then able to reply to that by directing his or her C-suite colleagues on how one can reposition the company in light of that change.
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