06 Jan Does Your CMO Have What It Takes To Succeed?
Late this summer CNBC announced it expects digital advertising to take the number one position in advertising budgets in 2016. So it’s no surprise being technologically savvy finds it’s way into the top list of CMO characteristics going into 2016.
Other characteristics for this position aren’t so expected. Take a look at on-going searches for the C-suite marketing role, and you’ll find some roles and responsibilities that don’t really have a lot to do with marketing. If you’re looking to move into the Chief Marketing Officer role or just to stay viable in your current position, keep an eye on these expectations.
- Manage outside agencies. While Mad Men makes us think about the ad agencies of decades ago, today’s companies are using a variety of ad agencies with specific skills. CMOSurvey.org reported hiring in the marketing sector is slowing in growth as companies increase their use of outside agencies. They report 19% of companies use an outside agency for social media. Leaders in marketing roles need to be able to procure and work with these agencies making sure they keep consistent with brand and goals of the company.
- Recruit a stellar team. Multiple job opportunities now expect a lead marketer to not only manage his team well but to recruit the right team. The contacts he or she brings with him reflects on who he or she can bring with them into the company. Hiring isn’t just for the HR department anymore. Understanding how each team member fits in with the overall marketing strategy allows them to hire the right person for the job.
- Network like a pro. Antisocial CMOs may find these new guidelines a little more difficult to swallow. Marketing isn’t just about hiring the right celebrity spokesperson or writing a stellar news release. Marketing pros are expected to be able to create relationships with influencers within the industry. These influencers can reach followers via social channels in positive or negative ways.
- Know your marketing principles. Maybe that one’s a given. With the fast pace of social, online and inbound marketing, it’s easy to find people willing to through it together for the spray and pray method. Strong marketing principles still apply. When it comes to B2B advertising, creating a strategy, pulling in the right people and reporting on ROI are even more important in today’s noisy marketplace.
- Understand demand generation. Acquiring leads through your B2B website isn’t enough. A strong marketing pro needs to understand and be able to create a strategy to move leads further through the purchase process until they are ready to be passed along to sales.
- Support teamwork. The CMO doesn’t just work with the CEO and other C-suite executives. He or she will be working closely with IT, Sales, Product Development and Customer Service. Being able to navigate the landmines of territorial disputes will make the job so much easier.
Is your company looking to hire a CMO in 2016? You already know skills are not enough. What are the top characteristics you look for in a candidate?