A chief marketing officer ( CMO ) or Global marketing officer or marketing director is the company executive responsible for the activity marketing within an organization. CMO leads brand management, marketing communications (including advertising, promotion and public relations), market research, sales management, product development, distribution channel management, pricing, and customer service.
CMO is a member of the C-suite and usually reports to the chief executive officer. A number of senior vice presidents, vice presidents, directors, and other senior marketing managers responsible for various parts of marketing strategies can report directly to CMO.
Video Chief marketing officer
Responsibility
Daily tasks are often very different from each other, due to the fluid nature of CMO expertise: language is needed to unite all aspects of the company. So on certain days CMO completes tasks that fall into many different categories:
- Analytical assignments, such as pricing and market research,
- Creative tasks, such as designing ads and promotions,
- Interpersonal tasks, such as coordinating different thinking styles within a team.
CMOs should react quickly to changing circumstances at the company, and should establish a firm understanding of a particular product, sales strategy, or marketing idea. Each of these products comes from different departments, so the CMO should be a nexus of information: it is a highly receptive role, with involvement in departments such as production, information technology, corporate communications, documentation, public relations, law, human resources, and finance.
In the 21st century, consumerized consumer digitization and awakening have changed the role of CMO. They now usually find themselves dealing with the application of technology facing customers in addition to the above tasks. Gartner analyst Laura McLellan predicted that in the future CMO will spend more for IT than their counterpart, CIO. According to analyst firm McKinsey, some senior executive positions will undergo many changes over the next few years as head of marketing.
Peer to the CMO termasuk Chief human resources officer, Chief technology officer, Chief financial officer, Chief communication officer, Chief Procurement officer, Chief information officer, dan general advis.
Maps Chief marketing officer
Tantangan
CMO is responsible for facilitating growth, sales and marketing strategies. They must work towards goals such as revenue generation, cost reduction, or risk mitigation. The unpredictable effects of marketing efforts, coupled with the need to drive profits, often lead to short tenure for most CMOS. Forbes reported that the average CMO ownership in 2008 was just over 28 months.
According to an IBM 2011 global study of 1,734 CMOs worldwide, CMO sees customer loyalty as their top priority in the digital age; their second priority is designing an experience for tablets and mobile apps.
See also
- Digital strategy manager
- Chief web officer
References
Further reading
- doi: 10.1509/jmkg.72.1.65
- doi: 10.1080/0267257X.1986.9963990
- doi: 10.1509/jmkg.75.1.60
External links
- Matthew Schwartz (November 30, 2005). "Study: Marketing executives still lack the influence of the boardroom". BtoB Magazine . Retrieved 2012-02-23 .
Source of the article : Wikipedia
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