A spreading sentiment these days is that marketing (and CMOs) are being marginalized …. confined to tactical roles in communications and sales.
Here’s a take from MarketingProfs.com that suggests ways CMOs can elevate their (and their organization’s) clout.
Marketing executives have an image problem, and it begins with the very definition of “CMO.”
CMO power is the ability to influence allocation of resources and other major strategic decisions within the top management team.
“We see CMOs get stuck in a pure communications role versus one that is at the heart of the business.”
Indeed, failure seems to infect the CMO suite, with the average tenure of chief marketing officers being less than two years.
So, how does a CMO amass power”?
In his most recent study, Professor Mahajan (UT-Austin) identified four other ways CMOs can gain power:
1. Articulate a company vision in the face of industry instability.
When business is a roller-coaster ride, top management teams better appreciate the market and consumer perspectives of the CMO.
“Vision needs to be articulated.”
2. Lead innovation.
“The key to success, in many cases, is being able to position yourself as an agent of transformation.”
3. Personify the voice of marketing experience in the C-suite.
It’s hard for CMOs to feel the love when others on the executive team think they could do it better.
4. Take bottom-line responsibility for sales.
Marketing has generally been granted long-term accountability rather than responsibility for quarterly results. Mahajan found that CMOs with bottom-line responsibility wielded more power than pure marketing or communications executives
Ken’s Take: Points 1 to 3 are blah, blah, blah. Focus on point number 4. Without conspicuos bottom line attentiveness, marketing execs will invariability lack credibility and clout. You have to be taking the heat if you want a seat at the kitchen table,
The Homa Files 