As a start-up brand gains traction and evolves, the marketer who got them there may not be the one who gets them to the next level or funding round.
This week, several leaders have asked me to help develop a “job description” for a CMO position. It reminded me of my conversation with Dave Frankland as he was interviewing me about the role of the evolving CMO.
From my perspective, addressing this challenge depends on several factors… the desired outcomes the new leader is expected to achieve and the personality that will succeed in the current culture to drive change at the particular juncture you have arrived at in the maturity model.
5 Types CMO Personas to Consider
| Type | Main Focus | Key Responsibilities and Outcomes |
|---|---|---|
| Strategy-Focused CMO | Setting vision and innovation | Guides strategic planning, aligns company with market trends. |
| Revenue-Focused CMO | Driving sales and overseeing marketing | Increases revenue, optimizes marketing ROI. |
| Brand-Focused CMO | Defining brand promise and overseeing media strategy | Manages brand strategy, ensures cohesive media execution. |
| Engagement-Focused CMO | Personalized marketing and customer relationship | Enhances customer loyalty through personalized marketing. |
| Experience-Focused CMO | Advocating for customer needs and improving experience | Improves customer experiences, champions customer insights. |
1. Strategy-Focussed CMO
The leader is responsible for setting the company’s vision based on consumer feedback, competitors’ activities, and social trends. They are the planners and focus on product innovation. The role involves integrating market intelligence into strategic decision-making. The strategy-focused CMO ensures the company’s future direction aligns with emerging market opportunities and challenges.
- Aligns marketing goals with long-term business plans.
- Analyzes data to identify growth opportunities.
- Builds strategic roadmaps for marketing initiatives.
2. Revenue-Focussed CMO
A strong commercial leader who views all activities through the lens of driving sales for an organization. They generally also oversee performance marketing and retention programs. The CMO is responsible for measurable outcomes. The CMO focuses on increasing revenue and optimizing marketing spending to achieve the best ROI.
- Focuses on increasing sales and profitability.
- Creates campaigns that drive measurable revenue growth.
- Collaborates closely with sales teams for alignment.
- Monitors key metrics to track financial performance.
3. Brand-Focussed CMO
The one focused on defining a brand promise, creative strategy, and positioning. They generally also own the media strategy and execution.
- Manages brand identity and messaging.
- Leads efforts to strengthen customer loyalty.
- Oversees all communication for brand consistency.
- Creates campaigns to improve brand awareness.
- Monitors public perception to protect the brand’s image.
4. Engagement-Focussed CMO
This leader will have a strong marketing technology and data background, loyalty program development, and customer relationship management. The focus here is the right message to the right person at the right time through personalization. This CMO utilizes advanced analytics to make strategies for marketing efforts that resonate personally with each segment, enhancing customer satisfaction and loyalty.
- Encourages customer interaction and participation.
- Develops content to engage target audiences.
- Tracks social media and campaign engagement rates.
5. Experience-Focussed CMO
The persona who serves as the customer advocate. To create the best customer experience, they are on the front lines of listening to and distilling customer insights and advocating customer wants and needs inside an organization.
- Improves the quality of customer interactions.
- Personalizes marketing efforts based on customer preferences.
- Works with teams to ensure smooth service delivery.
- Uses feedback to refine customer touchpoints.
- Creates systems to ensure a seamless customer journey.
What type of CMO do you need for your brand at this growth stage? If you’d like to talk more about it, DM me.
