CMO

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About CMO

Chief Marketing Officer (CMO) is a corporate title referring to an executive responsible for various marketing in an organization. Most often the position reports to the chief executive officer.

With primary or shared responsibility for areas such as sales management, product development, distribution channel management, public relations, marketing communications (including advertising and promotions), pricing, market research, and customer service, CMOs are faced with a diverse range of specialized disciplines in which they are forced to be knowledgeable. This challenge is compounded by the fact that the day-to-day activities of these functions, which range from the highly analytical (eg. – pricing and market research) to highly creative (advertising and promotions), are carried out by subordinates possessing learning and cognitive styles to which the CMO must adapt his or her own leadership style.

Beyond the challenges of leading their own subordinates, the CMO is invariably reliant upon resources beyond their direct control. That is to say, the priorities and/or resources of functional areas outside of marketing such as production, information technology, legal, and finance have a direct impact on the achievement of marketing objectives. Consequently, more than any other senior executive, the CMO must influence peers in order to achieve their own goals. Clearly, this necessity to lead peers compounds the complexity of challenge faced by the CMO.

[edit] Challenges

Ultimately, the CMO is responsible for facilitating company communications internally and externally. In-line with other c-level objectives, the CMO must work towards building a profitable company. The unpredictable impact of communications efforts coupled with the need to drive profits often leads to a short tenure for most CMOs. Forbes cited the average CMO tenure has grown to just over 28 months in 2008.[1]

Coupled with innovative thinking, the CMO must find practical solutions.[2] Often times, CMOs are challenged by the status quo. Deviations without monetary results can be misunderstood as incompetence and misguided thinking. Further, the CMO must align marketing efforts with other c-level executives, which can create creative conflicts.

  1. Mentioned In 44 Articles

  2. Marketing Automation Software News » Blog Archive » Seeking a ...

    Explore Article Default PLESK Page (Sep 1 2010)

    ...omation Software News, Commentary and Reviews « 6 Rules for Content Marketing Seeking a World-Class CMO for Marketo admin, 01 September 2010, No comments Categories: Marketing-Automation Industry Blogs N... (Read Full Article)

    Comment on Article Mentions:   B2B   Blog   Thought Leader

  3. Social Media Planning and Strategy – An Oxymoron? « The Marketing ...

    Explore Article spider (Aug 31 2010)

    ...cts. Meanwhile, more companies are seeing social media as a key marketing channel. according to the CMO Council, “60 percent of the more than 600 marketers who responded in our survey will invest in new ... (Read Full Article)

    Comment on Article Mentions:   Social Media   Enterprise   B2B

  4. Social Media Planning and Strategy – An Oxymoron? « The Marketing ...

    Explore Article The Marketing Journalist (Aug 23 2010)

    Social Media Planning and Strategy – An Oxymoron? « The Marketing ... ...cts. Meanwhile, more companies are seeing social media as a key marketing channel. According to the CMO Council, “60 percent of the more than 600 marketers who responded in our survey will invest in new ... (Read Full Article)

    Comment on Article Mentions:   Social Media   B2B   Blog

  5. Close-Up with Tom Nightingale, VP-communications and CMO, Con-way

    Explore Article BtoB Magazine (Aug 19 2010)

    Close-Up with Tom Nightingale, VP-communications and CMO, Con-way CMO Close-Up: How important is custom content in your marketing efforts? Nightingale: I would absolutel... (Read Full Article)

    Comment on Article Mentions:   B2B   Thought Leader   CMO

  6. B2B social marketing – how active are the leading CRM and Sbs ...

    Explore Article Social + Marketing (Aug 16 2010)

    B2B social marketing – how active are the leading CRM and Sbs ... ...option, but what about business-to-business (B2B) marketing? As an analyst, consultant and former CMO in this space I’d say that there are 3 key differences in how social applies in B2B vs. B2C (yes, t... (Read Full Article)

    Comment on Article Mentions:   Social Media   CRM   B2B

  7. Some Differences Between B2B and B2C Marketing | Intersection ...

    Explore Article Vancouver Marketing Consultant (Jul 20 2010)

    Some Differences Between B2B and B2C Marketing | Intersection ... Check out the inspiration for this visual at the Social CMO Blog: B2C vs B2B Marketing: Do the Differences Really Matter? I'm sure I have missed other key diff... (Read Full Article)

    Comment on Article Mentions:   B2B   Blog   CMO

  8. Email Marketing | An Email Snob Interview with Loren McDonald

    Explore Article scottwriteseverything.com (Jul 14 2010)

    Email Marketing | An Email Snob Interview with Loren McDonald ... move to direct permission-based list-building approaches. I really got my feet wet in late 2001 as CMO of NetStruxr, a commercial real estate marketplace. Here, I fell in love with the immediacy ... (Read Full Article)

    Comment on Article Mentions:   Thought Leader   CMO   ROI

  9. Group Blogs – #blogchat recap and transcript – 07/11/10

    Explore Article Sue Anne Reed (Jul 13 2010)

    ...ut don’t re-post it. #blogchat J_Fuji: @jasonbreed #sm128 brought to you by Pepsi! Moderated by the CMO of Pepsi! — That would be amazing. #blogchat LouImbriano: @MackCollier nice job tonight. Enjoyed ju... (Read Full Article)

    Comment on Article Mentions:   Social Media   HubSpot   B2B

  10. Director, Communications and Community Practice Job, Lyris - Web ...

    Explore Article Web Strategy and Social Media Jobs (Jul 2 2010)

    ...ive, and driven to continually improve results. Based in Emeryville, this person will report to the Chief Marketing Officer. This is an excellent opportunity for a strategic communications and marketing leader to achieve fu......nd your application package - for the Director, Communications and Community Practice position - to cmo@lyris.com. No phone calls, please. Submissions that do not meet all of these application requiremen... (Read Full Article)

    Comment on Article Mentions:   B2B   Thought Leader   CMO

  11. Close-up with Thomas J. Hoehn, director-interactive marketing and convergence ...

    Explore Article BtoB Magazine (Jun 23 2010)

    ...mpany's online store, relationship marketing and product awareness, among his many duties at Kodak. CMO Close-Up: Kodak is among the most active of corporate social media players. How was Kodak's social ... (Read Full Article)

    Comment on Article Mentions:   Thought Leader   CMO   Kodak

  12. Thought Leadership Interview #9 – Craig Rosenberg, the Funnelholic «

    Explore Article fearlesscompetitor.com (Jun 15 2010)

    Thought Leadership Interview #9 – Craig Rosenberg, the Funnelholic « ...ea and create 5 pieces of content for it (whitepaper, blog post, webinar, ebook, email, etc.). If a CMO were to ask you today – What are the 3 most important takeaways that I need to know? What would the... (Read Full Article)

    Comment on Article Mentions:   B2B   Blog   Thought Leader

  13. What is the reality of maintaining a corporate blog and is it a ...

    Explore Article Marketing Magazine (Jun 10 2010)

    What is the reality of maintaining a corporate blog and is it a ... ...nd grow online – your blog nurtures that expression of love and supports its growth. 4 Richard Lord CMO, Hyro Limited A corporate blog communicates thought leadership, provides value to important rela... (Read Full Article)

    Comment on Article Mentions:   Blog   Thought Leader   CMO

  14. Thought Leadership Interview #8 – Brian Kardon, CMO of Eloqua (via ) «

    Explore Article fearlesscompetitor.com (Jun 4 2010)

    Thought Leadership Interview #8 - Brian Kardon, CMO of Eloqua I'm pleased to bring you a series of interviews with thought leaders in B2B Sales and Mar......eaders in B2B Sales and Marketing. This time we interviewed a great marketing expert, Brian Kardon, Chief Marketing Officer of Eloqua. ... Marketing Interactions B2B Marketing from a top expert; Selling to Big Companies blo... (Read Full Article)

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  15. Thought Leadership Interview #9 – Eric Goldman of Gossamar «

    Explore Article fearlesscompetitor.com (Jun 1 2010)

    Thought Leadership Interview #9 – Eric Goldman of Gossamar « ... and they do come back to sign up when they can’t find what they’re looking for anywhere else. If a CMO were to ask you today – What are the 3 most important takeaways that I need to know? What would the... (Read Full Article)

    Comment on Article Mentions:   Social Media   CRM   B2B

  16. Brain Monitor Eliminates Need for Routine Oxygen With Propofol ...

    Explore Article Automoved (May 21 2010)

    ...l Division drives top-line revenue through all electronic distribution channels and John McAuliffe, Chief Marketing Officer and online merchandising expert at VFM Leonardo will explore the secrets to extracting more value f... (Read Full Article)

    Comment on Article Mentions:   CMO   Southern District of New York   Jessie Robertson

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