The Role of the Chief Marketing Officer (CMO) in a Changed World in 2021

The role of the CMO is key in today’s challenging environment. The CMO’s role has always been challenging even prior to Covid-19 and its effects on global markets. On average CMOs are likely to last the least amount of time as a member of the senior management team. Yet, CEOs and boards are very demanding of them. A CMO is expected to be a customer champion, leader for the brand and driver of growth in the market. Nevertheless, less than 28% regularly participate at board meetings. High expectations are expected from CMOs, so, why not let them have more influence at the right level?
2021 is a great time for CMOs to rise to the challenge created by Covid-19. They can re-examine all aspects of their marketing and look at the way they do business and create new opportunities for growth. To do this effectively they need the support of their CEOs and their boards.

A CMO Also Needs to be:

A Champion for Customers

A leader that provides customers with exceptional experiences. Develop campaigns that build confidence in their businesses and deliver results.

Driver of Growth

A CMO needs to be the growth driver, increasing new and retaining existing customers.

An Innovator

Focused on developing customers with new IT solutions.

A Team Builder

Capable of hiring the right people.

A Chief Storyteller

Develop stories that convey the brand and all it represents for customers.

The Job of the CMO

The CMO needs to be adaptable. So he must be at one with the CEO and the board to understand what the company needs now. Today a CMO needs to draw on his/her experience and develop new ideas. A focus on innovation is key as well as market research to identify what customers want. As the saying goes “knowledge is power” and the CMO must become the person with the most knowledge in the organisation. He/she also needs to be a person that knows what is best to offer the customer.
Now is the time for CMOs to reach their finest hour.