{"id":5959,"date":"2023-12-01T01:22:21","date_gmt":"2023-12-01T06:22:21","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/12\/01\/from-start-ups-to-enterprise-the-cmo-must-excel-in-4-key-areas\/"},"modified":"2023-11-27T14:24:01","modified_gmt":"2023-11-27T19:24:01","slug":"from-start-ups-to-enterprise-the-cmo-must-excel-in-4-key-areas","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/from-start-ups-to-enterprise-the-cmo-must-excel-in-4-key-areas\/5959\/","title":{"rendered":"From Start-Ups to Enterprise, The CMO Must Excel In 4 Key Areas"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Cory Treffiletti, Chief Marketing Officer, <a href=\"https:\/\/www.rembrand.com\/\">Rembrand<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The role of Chief Marketing Officer is a difficult one because you have to be many things to many people, and you must excel at them all.\u00a0 One could argue the CMO has to be the most well-rounded member of the C-Suite, able to hold court with technical people as well as with non-technical people, across all areas of the business as well as the industry as a whole.\u00a0 You have to be a \u201cmile wide\u201d and a \u201cmile deep\u201d in order to accurately and effectively tell the story of your business and drive the growth you need to succeed.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There are 4 skill areas that a CMO must have in today\u2019s landscape in order to succeed, and these 4 areas ensure you have an opportunity in the future.\u00a0 I have come to this conclusion from my own role across multiple companies, including start-ups as well as large Fortune 300 companies, as well as from the many, many conversations I have with other executives, industry pundits and recruiters.\u00a0 Almost unanimously, there are 4 areas that companies look for in their CMO, however the pickings are slim for finding talent that truly excels in all 4 areas.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The 4 areas where a CMO must excel in order to adapt the future would be Synergy, Management, Thinking, and Doing.\u00a0 A CMO has to be effective at all 4, but some situations can see alignment with a candidate if they know they really only need 2 or 3 of these based on the state of their business.\u00a0 Unfortunately, I can also say that if you select a CMO who only excels at 2 or 3 of these skills, you will likely be in the market for a new CMO when your business hits the next stage of growth because you will, eventually, need all 4.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Start-ups are a breeding ground for new CMOs and very often a CMO can succeed at this stage by being able to Think and Do.\u00a0 Thinking is focused on strategy and vision.\u00a0 A Thinker is someone who can lay a foundation for an idea, and a high-level plan to get there.\u00a0 Thinkers are essential for start-ups because they don\u2019t wait for the market to come to them.\u00a0 They tend to go out and create a market.\u00a0 If your CMO is a Thinker, that is a skill necessary for Start-ups all the way to Enterprise and Fortune 500.\u00a0 The type of Thinking evolves over time, but Thinkers adapt well, and they can succeed at most stages.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Enterprise companies tend to look for people who are Managers.\u00a0 In a large enterprise, you end up with a broader marketing team.\u00a0 You have a wider array of skills on the team, and you need a CMO who can take the leadership role, organize the ideas, and crystallize a team around them, managing for growth.\u00a0 They are good communicators, and they tend to work well across the C-Suite, as well as down to their teams.\u00a0 Start-ups succeed with good Managers as well, so this is not endemic to Enterprise, but the weighting does tend to sway towards Enterprise because the team in a Start-up is smaller.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The next two is where it gets tricky for CMO\u2019s, and this is why the tenure of the modern CMO seems stuck at around 2 years.\u00a0 Synergy and Doing.\u00a0 These are more rare in a CMO.\u00a0 I have been witness to this in numerous organizations, and it becomes glaringly clear when you think about it.\u00a0 Synergy refers to the ability to create deep relationships across Sales and Product and Marketing.\u00a0 Doing refers to, well, simply being able to get in the weeds and do the work.\u00a0 Let me explain.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Synergy is a requirement in today\u2019s business environment, but too often there is friction between Sales and Marketing and also between Product and Marketing.\u00a0 Marketing is supposed to be the voice of the customer, and it is supposed to drive pipeline and growth for a B2B business or tell the story and create a brand halo that drives faster sales in B2C.\u00a0 Sales also exists to do these same things, and very often you see these two groups battling internally for the credit around one or the other.\u00a0 That should never be the case.\u00a0 They should be working together.\u00a0 Marketing cannot exist without Sales and Sales cannot exist without Marketing, and if you find fault in that statement then your days are numbered.\u00a0 Sales is the ultimate measurement metric for Marketing.\u00a0 On the flipside, Product cannot exist without Marketing and Marketing cannot exist without Product.\u00a0 A great Product will never get sold if nobody knows it exists.\u00a0 A great Marketing campaign will ever work if the Product is junk.\u00a0 A successful company must have Marketing, Sales and Product working together seamlessly, but too much of the time there are egos at work and these groups don\u2019t get along.\u00a0 When that happens for too long, someone ends up being pushed out.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Doing is an easy one to grasp.\u00a0 There are simply too many Marketers who are too far away from the tools they need to be successful.\u00a0 Many Marketers have risen in the ranks to lead, manage and develop strategy, and they have no idea how to execute.\u00a0 A great Marketer still has to be able to get out sell &#8211; do a pitch.\u00a0 They have to be able to execute &#8211; build a campaign in a trading desk.\u00a0 Work with technology &#8211; play with ChatGPT and use it as a writing partner.\u00a0 Build a webpage &#8211; get into a tool like Webflow or Squarespace and build something.\u00a0 They need to know how to use tools like Hubspot or Salesforce, Marketo or Eloqua.\u00a0 They need to play in Canva or build in Promo.\u00a0 They need to be capable of doing something other than writing a tagline or delegating the martech stack.\u00a0 I speak to recruiters and execs across the board and they all want someone who is not \u201cafraid to get into the weeds\u201d, but the industry is full of people who have no idea what the weeds look like because they are sitting high on their perch and can only spell \u201cdata\u201d, but they can\u2019t find it or work with it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The industry is moving fast, and in order to keep up you have to keep your skills sharp.\u00a0 You have to practice all 4 of these areas; Synergy, Manage, Think and Do.\u00a0 You have to stay crisp, or your tenure is likely to slide even more.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Cory Treffiletti is Chief Marketing Officer for <a href=\"https:\/\/www.rembrand.com\/\">Rembrand<\/a>, helping to drive the growth of the first programmatic product placement platform using Generative AI to identify and insert hyper-realistic objects (like brands and products) into video through post-production. Rembrand enables your brand to be part of the story, and not an interruption.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The industry is moving fast, and in order to keep up you have to keep your skills sharp.\u00a0 You have to practice all 4 of these areas; Synergy, Manage, Think and Do.\u00a0 You have to stay crisp, or your tenure is likely to slide even more.<\/p>\n","protected":false},"author":7,"featured_media":5960,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-5959","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ 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