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Role of CMO (Chief marketing and communication officer) in Firms Today!


January 6th, 2023 10:38

Every job requires a different set of skills which further decide the roles of the job profile. The same goes for the CMO. Chief Marketing Officer is in charge of the marketing and advertising initiatives, including their planning, development, and execution. They are critical to growth and have significant responsibilities ranging from creative influence to business strategy. 

The Chief Marketing Officer's primary responsibility, reporting directly to the CEO, is to generate revenue by increasing sales through successful marketing for the entire company, using market research, pricing, product marketing, marketing communications, advertising, and public relations.

This broad role includes sales management, new business development, product development, distribution channel management, and customer service. To meet sales targets, a Chief Marketing Officer ensures that the vision and message of the company are distributed across channels and to targeted audiences. 

Chief Marketing Officer Qualifications

  • Bachelor's degree
  • An advanced degree in marketing or business (MBA) is well-liked
  • The majority of CMOs have at least ten years of well-rounded marketing or business development experience in positions of increasing responsibility, with a focus on marketing expansion.
  • A minimum of three to five years experience in a leadership role.

Essential Skills

  • Outstanding analytical skills
  • Exemplified ability to lead and inspire a team
  • Superb communication and interpersonal skills
  • Flexibility
  • Passionate customer advocacy
  • Enough knowledge of marketing principles, brand, product, and service management
  • Extensive understanding of changing market dynamics
  • Immense expertise in a variety of disciplines such as production, information technology, legal, and finance
  • Entrepreneurial spirit

Chief Marketing Officer Roles & Responsibilities

The role of a chief marketing officer or CMO is vast and diverse. Yes, these professionals run the marketing department and liaise with marketing project managers, but what other CMO responsibilities are critical to understanding the role?

Simply put, the chief marketing officer of a company is in charge of driving revenue by increasing sales through marketing activities. In most companies, the CMO reports directly to the CEO and is part of executive-level management. The chief marketing officer will work with other company executives to set company-wide objectives. They will also assist marketing directors and managers in developing a marketing strategy to achieve profit, product, and growth objectives through various marketing functions and activities. The CMO manages and supervises all marketing activities across the company. The CMO must be well-versed in brand development, sales management, product development, distribution management, and customer service. 

Brand marketing, pricing, advertising, market research, marketing communications, project management, and public relations will be under the CMO. They must possess specific skills or characteristics to lead the brand management and marketing activities in a way that results in growth. 

Duties of CMO in a company

- Growth driver: The primary responsibility is to drive growth. One of the challenging aspects of being a CMO is that marketing activities can be unpredictable, especially in the digital and social media age. So making strategic decisions that drive growth is a critical responsibility.

- Marketing expert: While the CMO is rarely involved in the granular tasks of the marketing team, CMO must be an expert in all things marketing. CMOs are ultimately responsible for all marketing-related activities, so they need an understanding of the functions they can perform.

- Customer champion: The CMO is also the customer champion, ensuring that all marketing activities serve to build brand loyalty and provide an enjoyable and successful user experience.

- Chief Storyteller: Finally, in addition to business-focused responsibilities, the CMO is responsible for leading the creative part. The CMO should be able to foster the creativity of the marketing department to generate innovative marketing ideas that will help attract and retain more customers, ultimately leading to increased sales growth.

CMO play an essential role in growth, with responsibilities ranging from creative influence to business strategy. Here are the day-to-day duties of the CMO

1. Planned, directed, and coordinate marketing budgets to meet goals.

2. Conduct campaigns comprising coupons, giveaways, or contests to bring attention to and create interest in one of the products or services

3. Conduct market research studies, and analyse the results to understand the market and customer preferences. 

4. Conduct research to identify potential customers for a product or service and devise a pricing strategy to entice them to buy the product/service.

5. Market research, pricing, product marketing, marketing communications, advertising, and public relations are all examples of services.

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