All posts tagged Chief Marketing Officer

Is Marketing the Needed Background For New CEOs?

Chief Marketing Officer is no longer the highest position available for marketing professionals. With the changes in marketing portfolios, and the increased experience with analytical reasoning and digital strategies, they’re quickly becoming the coveted executives to take on the role of Chief Executive Officer. Although it used to be common to bring in managers that had worked in operations and finance, the marketing officers can now bring ideas that can allow for a more customer-focused vision.

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How To Develop a Strong CMO-CIO Relationship

Teamwork will never be an underrated skill in business, and the ability to collaborate has only become more valuable with the uncovering of big data. Marketing and IT are quickly merging into an entirely new industry that requires the skills of both teams in order to make sense of all of the information that is coming this way.

But the Chief Marketing Officer and the Chief Information Officer are also two positions that have held very different responsibilities, so how do you bring the two portfolios together?  Here are some quick ways to build up a working relationship between your CMO and CIO:

-          Transparency: Make sure that you’re keeping each other in the loop.
-          Share Your Space: The more time you spend together, the more you’re going to learn how to work with each other.
-          Align Your Tracks: Always be aware of the direction that you’re both going in – you want them to come together so that you can both move forward without any collisions.
-          Friendship and Trust: The more you like the people you work with, the more supportive and trusting you are.

See our full article on how to improve your CMO and CIO relationship here.

A Response to Forbes’ Eclectic CMO

The role of CMO is one of the most coveted and sought after positions in a company. It’s a role that combines creativity, leadership, and strategy, and it changes with even the slightest movements in the industry. As the marketing world begins to blend in with other industries, like technology and public relations, the role of a marketing executive also changes.

A recent Forbes article discusses the shifting responsibilities of CMOs, and how the expectations are moving away from the original big-idea strategies, and towards a more diverse set of skills. While having experience in marketing is always going to be an asset, there is also a dire need for digital and technological skills, and experience with operations, public relations, and strategy development.

If you’re able to try your hand at roles in each of those industries you gain powerful connections, and this enables you to become an influence. The value of a following, and maintaining the role of a thought leader, should never be undervalued: you become a voice that has the power to change, not only your company, but the industry.

The way to become the best CMO is to diversify your skill set, and to move beyond the traditional marketing responsibilities. Having a formal background in marketing is no longer the main requirement for holding that executive-level position, because new skills are becoming increasingly more valued.

CMOs to Look Up To: Social Executives

When it comes to marketing, it’s all about being social. It is becoming increasingly important to not only have an understanding of the social media channels, but a strategy for how to use them. With the right tactics, social media can be pivotal to gaining more followers, promoting your products, and climbing the thought leadership ranks. A couple of weeks ago Couch & Associates, Inc. introduced the discovery of an interesting correlation: the social capabilities of a Fortune 500 company are in line with their Chief Marketing Officer’s. But whereas the last time was about the discussion of weak social media presence, this week focuses on two success stories.

General Electric’s Beth Comstock and Abbott Laboratories’ Paul Magill have been active over multiple social media channels, and have implemented strategies that put them ahead of other Fortune 500 marketing executives. Likewise, their companies have become successful over the same platforms, and have a steady increase in followers.

Read the full story of why these two CMOs are the ones to watch.

Fortune 500 Companies and Their CMOs: The Value of Social Followings

Fortune 500 Companies and Their CMOsThere are a lot of things that go into a successful marketing strategy, and one of the most important channels to focus on is social media. It has become both the easiest and more vital way of getting information out to customers, brands, and the rest of the world, and yet there are a lot of marketing executives that are still missing this integral step. Within the Fortune 500, there are some companies and executives that have done exceptionally well in the jump to social marketing, but there are also a large number that haven’t made their move.

Over the course of five week, Couch & Associates, Inc. looked at B2B companies in an attempt to see whether they had anything in common that was keeping their social activity in the dark. Based on the study, we found that if your Chief Marketing Officer doesn’t have a social following, or a personal strategy, your company doesn’t have success over social channels:

  • Over 50% of the CMOs didn’t have Twitter accounts, and of those that did only 20% posted regularly
  • CMOs that didn’t have Twitter accounts or accessible LinkedIn accounts worked for companies that had the lowest rate of new followers
  • Less than 5% of the CMOs had a Facebook page as a Thought Leader
  • Companies with “unsocial” CMOs had the lowest number of posts on company LinkedIn accounts, and the lowest number of two-way engagements on their company’s Facebook wall
  • Companies that didn’t post relevant pieces that distinguished them as thought leaders had the smallest increase in Likes over Facebook

Read more about the study, and why social media is so important for executives.