Chief Marketing Officer (CMO): Definition, Role, Duties, and Qualifications

There are various C level positions in the company, one of which is the Chief Marketing Officer or CMO who leads the marketing department.

The title of CMO is often equated with chief marketing officer, but many experts argue that the CMO's mandate is broader than that of the marketing director. Are you wondering what are the duties and responsibilities of a common market organization? Let's discuss them one by one.

What is Chief Marketing Officer?

According to Market Business Review, CMO (Chief Marketing Officer) is a senior position responsible for developing and overseeing a company's marketing or marketing department.

From the importance of the CMO itself, it can be concluded that the CMO plays a key role in product development, sales management, channel management, advertising and promotion, pricing, market research and customer relations.

CMO role

The role of the CMO is indeed very important at this time, especially as technology continues to develop. Apart from being involved in the organization's marketing strategy, he is also involved in product development, pricing, branding, customer service and sales management.

However, it is important to underline that the role of the common market organization may differ in each company depending on the sector, size, and organizational structure.

As CMOs working in startups, they can focus on increasing the company's visibility and prospects. This is different from CMOs in large companies whose focus is on market expansion and brand development.

To achieve this, the CMO always works closely with other C-levels such as the Chief Executive Officer (CEO), Chief Financial Officer (CFO), Chief Product Officer (CPO), Chief Operating Officer (COO) and the team below. company goals.

CMO Duties and Responsibilities

Generally, the Marketing Manager role is responsible for creating attractive offers to attract customers.

In fact, the duties and responsibilities of the CMO are broader.

1. Develop and Implement a Marketing Strategy

CMO is responsible for establishing the right marketing strategy for the company.

When deciding to implement a marketing strategy, the CMO must first identify marketing goals and objectives, as well as the intended target market. Once you understand the direction of the market, the CMO develops a strategy to achieve that goal.

2. Align Marketing Strategy with Budget

Next, the CMO must monitor the execution of the marketing strategy to ensure it stays on budget.

The marketing strategy applied certainly requires funds. Therefore, the CMO must always monitor marketing implementation to suit the company's finances.

Whether or not a marketing strategy is good can be judged by the suitability of the budget and the results achieved. So when a problem arises, the CMO must make responsible decisions to solve it.

3. Conduct market research and analyze marketing strategies

CMO is responsible for creating marketing strategies that reach the company's target market.

Therefore, it is very important to conduct market research, analyze information about your target market, customer experience, and current trends to learn more about the best ways to increase your sales.

4. Monitoring Information on the Public

Most CMOs oversee all activities with the public including marketing communications. This communication can be in the form of communication through social media, email, websites and print media.

The CMO ensures that the message is consistent with the company's brand and marketing campaigns.

5. Collaborating with Other Executive Positions

The chief marketing officer (CMO) typically works closely with other senior positions, including chief executive officer (CEO), chief information officer (CIO), chief product officer (CPO), chief operating officer (COO), and chief financial officer. Financial Officer (CFO). ).

These executives work together to determine things like product pricing, new product development, and brand promotion.

Qualifications to Become a CMO

Given the multitude of roles and responsibilities, it is clear that there will be a need for a CMO candidate who can fulfill some of these key requirements as follows.

1. Have a Vision and Strategic Plan

Marketing is an important part of business growth. Therefore, the CMO must be a visionary who can help the leadership team make forward-looking decisions based on market opportunities and challenges.

Strategic planning is also closely related to the company's vision. The best CMOs play an important role because they are able to spot market trends and patterns. When CMOs can identify market preferences before competition, companies unlock significant profit potential.

2. Mastery of Data Analysis and Interpretation

No business can survive in the digital age without a data-driven marketing system that includes sophisticated software capable of collecting and analyzing large amounts of data. CMOs need analytical skills to participate in strategy formulation and infrastructure development, data collection processes, and program development.

Supported by technology and after implementing SOP in collecting customer data, CMO still needs to convert it into reports and interpret the results. Quality interpretation can help improve the customer experience, improve marketing efficiency, and increase return on marketing investment.

3. Focus on Consumers and Customer Experience

In addition to data marketing systems, customer experience is one of the key factors for business success in the digital era. The expansion of internet and mobile technologies is giving customers many choices to meet their needs.

Leading companies recognize that providing a quality user experience on their websites, mobile apps, and during checkout drives high sales and customer satisfaction.

Today, some marketing agencies or companies also have their own experts whose job is to observe and evaluate user experience. These professionals understand all aspects of UX (User Experience) or User Experience Optimization. To successfully lead people in this space, CMOs also need to know how to evaluate, develop, and continually improve the user experience.

4. Think Innovative

The data obtained about customer behavior is the main source of feedback about the company's operations and future forecasts. This information requires CMOs to think innovatively and identify opportunities to add, remove, or change products, services, and processes.

By monitoring and improving the customer experience, CMOs recognize when customers are approaching and requirements are changing. If companies are always able to respond to customer needs and continue to update shopping channels according to market preferences, then companies will increasingly occupy a leading position in their industry.

5. Content Management

Content marketing is part of a marketing strategy and marketing system in the digital era. Content marketing involves simplified development and distribution through blogs, social media, websites, etc. According to the Google/Millward Brown Digital B2B Path to Purchase Study report, 89 percent of B2B buyers use the internet as part of their product research. Most companies use Google to find information and solve business problems.

The CMO must understand the entire content management process to guide content planning and execution. This process includes content production plans tailored to the needs and behavior of target customers, as well as content distribution. Good content management requires collaboration between marketing strategies, social media, and conversations on other communication channels such as email and telemarketing.

This is an explanation of CMO that you need to understand before you enter the world of work.