I’ve drawn quite a few cartoons over time on the evolving Chief Advertising Officer position, which is partly a proxy for the ever-changing job of selling usually.
Lengthy gone are the times when CMOs have been simply in control of “advertising comms” and advertising was dismissively described as “the coloring-in division.” Immediately’s Chief Advertising Officer position is nearly impossibly deep and extensive.
I spoke not too long ago with a buddy attempting to recruit a CMO, and was struggling to search out candidates with the best depth of expertise in each model advertising AND efficiency advertising. Not to mention all the opposite hats a contemporary CMO is predicted to put on.
Not solely do many CMOs take the lead on each area of interest advertising channel or expertise that emerges, their work requires broad alignment with each cross-functional division within the firm. CMOs are held accountable for each side of buyer expertise, even when they don’t have precise authority for these areas.
“Work is extra enjoyable with framed marketoons in your wall”
And, as we hit the one yr anniversary of ChatGPT, CMOs are sometimes the tip of the spear in organizations determining learn how to method Generative AI.
As Gartner VP Chris Ross put it not too long ago:
“Being a CMO isn’t for the squeamish, however there could also be no different position positioned to make almost so nice an impression.”
With such an increasing remit, the Chief Advertising Officer dangers devolving into the Chief One thing Officer — jack of all trades, grasp of none. This id disaster has led to lots of the semantic gymnastics some corporations have pursued to rename the CMO place solely — in favor of Chief Expertise Officer, Chief Digital Officer, Chief Income Workplace, Chief Progress Officer, and so forth.
It doesn’t matter what you name it, I feel that leaders getting into the CMO position should outline what they do (and don’t do) with readability and focus in the event that they need to achieve success.
Listed below are just a few associated cartoons I’ve drawn over time:
