What do they do first? Of course so much depends on what went before. Do they need to start from scratch? Or is there an existing framework that doesn’t need fixing?
From my own point of view, the key steps to CMO success depending on being able to:
- Assess marketing capabilities across the organization
- Structure the marketing functions to be more holistic and inclusive of new disciplines (one of the areas I explored in my book)
- Unlock the business potential associated with engagement and participation to drive brand advocacy
- Harness the power of creating internal marketing champions
Over the next couple of months, I’ll be interviewing CMOs who have come into newly-created roles, as well as new CMOs taking on existing roles. I’ll be talking with both B2C and B2B brand CMOs as well. I have a very cool short list of interviewees, but if you have any suggestions for further candidates, please let me know.
And stay tuned for the results.