The Evolving Role of the CMO

I don’t need to lecture you on the changes that have taken place in the way we market since the start of the economic downturn.  No, you have studied, talked about and pondered those changes at nauseam.  You get that your options have changed.  (And hopefully you know we would love to assist you in figuring out which options will best help you reach your goals.)

Times are A’changing

What I do want to talk about is how the role of the Chief Marketing Officer (CMO), Marketing Manager, Coordinator and Associate has changed.  Previously, in plentiful times the objectives for marketing included producing qualified leads for acquisition, communicating with the current customer for retention and establishing and maintaining brand recognition among the masses.  Delivery fell on the shoulders of operations, while sales was responsible for the hard numbers.  If marketing was producing the leads, their job was done.  Well, I hate to break it to you, but those days are gone.

The Future is Now

As a marketer in today’s new world, you need to be a businessperson first and a marketer second. Understanding and working in the business from an operations and financial side is imperative for the survival and success of any marketing plan. While “soft” metrics like brand awareness are just as important as they have ever been, they don’t carry the clout in the board room that profitability and ROI metrics do.  Marketers are working alongside operations to respond timely to consumer feedback, all the while, following the sales pipeline further than ever before.

The Value of Marketing

These changes can be a real positive within a company and your career.  Yes, marketing is now even more accountable for the overall performance of your company.  But with accountability also comes the opportunity to prove the value marketing brings to the table.  Not to mention, the walls that are being broken down between departments.

So I leave you with this to think about — How has the role of marketing within your four walls changed? Have you and your team adjusted accordingly?

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