Over the last five years there’s been a massive expansion in the roles and responsibilities handed to CMOs. Many, especially those in Small & Medium sized enterprises, have job descriptions that are utterly impossible for any single individual to deliver. They are now frequently expected to blend these requirements.
Strategic brand marketing competence. This demands a full grasp of the business, the competitive set, all the intricate levers available for marketers like distribution/channel/pricing and hundreds more, despite most teaching on this topic being hopelessly out of date. It's also desirable to have the ability to pitch a compelling case for any strategic changes to the board and any other stakeholders.
Performance marketing and analytics skills. Requiring a sound grasp of maths, research methodologies, data science, familiarity with organic and paid search, hands-on experience with a host of social listening, marketing automation, CRM tools and a plethora of analytics platforms.
- Skill in Producing ‘Stuff’. Including content and collateral production, copywriting, PowerPointing, interviewing, shooting still photography/video, retouching, editing, podcasting, elementary coding HTML/JS etc., web and landing page management, social management i.e. posting/commenting trend monitoring and more. (Often without recourse to agencies).
Nobody has the time or competence to deliver in all these areas but that doesn't stop them being demanded. Which is why CMOs are often being set up to fail.Read more