Lisa Colantuono’s Post

🆕𝐍𝐚𝐯𝐢𝐠𝐚𝐭𝐢𝐧𝐠 𝐂𝐡𝐚𝐧𝐠𝐞: The Transformative Role of Interim CMOs in Modern Businesses My first blog of '24 and it's a belter (I would say that) 🤭 Is your business is experiencing any of the following: ❓Launching new product or service ❓Marketing leadership transition ❓Rebranding or repositioning ❓Digital transformation ❓Seeing rapid growth ❓Having a crisis If so, you have you got the right level of strategic marketing leadership to help you navigate your challenge? Whether your current marketing leader is sinking and needs an extra pair of hands, or you don't have a CMO and you need to ensure success, hiring an interim CMO could be the answer. My latest blog walks you through everything you need to know about 𝐢𝐧𝐭𝐞𝐫𝐢𝐦 𝐂𝐌𝐎𝐬 - from knowing when to hire, the impact on your business and how to integrate them into your team. ___________________________ 🙋I’m Paul, CEO & Founder of VCMO. I outsource Fractional Marketing Executives to help businesses grow faster 🔔 Click my bell to see me in your feed 💬 Tell me what you think in the comments 📩 DM me for more info 🌐 Visit 𝐰𝐰𝐰.𝐯𝐜𝐦𝐨.𝐮𝐤 ___________________________ https://lnkd.in/dRZaUYsJ #interimCMO #FractionalMarketingExecutive #MarketingLeadership #VCMO

Thank you, Francois Grouiller, for sharing this. The article is a bit provocative, but I completely understand what could lead a company like UPS to remove the CMO from the board room. What I observe, on my part, is a quite powerful takeover of the marketing function by three other roles in the company: the tech function: marketing activity is now made possible by countless external tools and on-premises services, and its management is primarily based on understanding the brandtech landscape before anything else. "Tell me what tools you use, and I will tell you who you are." the data function: data-driven decision-making has become so prevalent that it takes precedence just like technology. Open data for insights, performance data, media data, nominative data and clienteling, transactional data and so much more. "Tell me how organized your data is, and I will tell you who you are." the sales function: the sales department is undergoing a significant transformation, with notably RGM teams that noticeably optimize sales through granular distribution management. There are now a thousand different ways to sell, and effectively distributing your product is the basis of well-executed marketing. "Tell me how you sell, and I will tell you who you are."" The problem, in my opinion, is a significant wave of obsolescence among many CMOs who have completely missed the tech, data, and commercial revolution. It is hard to shine with comms skills alone. The key to standing out lies in leveraging tools, data, and retail/e-retail strategy for maximum impact.

CMOs in the Boardroom: Vision Over Vanity I've worked closely with many CMOs and I'm completely in favour of CMOs being removed from the Boardroom... …but only when it makes sense. Too many CMOs are still chasing personal glory, being more interested in becoming industry celebrities rather than strategic leaders. Lavishly spending on vanity projects and seeking validation at conferences to secure a spot in the latest "60 under 60" list😏... Strategic-minded CMOs – those who prioritize value creation, understand and leverage the power of tech and deeply understand their clients – are the true assets to any organization. Their focus isn't on self-promotion, but on contributing significantly to their company's growth and vision. These are the CMOs who not only deserve but truly earn their place in the boardroom, because all the other Cs feel empowered by them. It's actually heartening to see many younger CMOs who get it. They're doing exceptional work by aligning their goals with their company's long-term vision rather than short-term personal gains. What I love and respect the most - and would like to see more often: CMOs who set their sights on becoming CEOs. This ambition signifies a broader vision and a deeper understanding of business beyond "our next campaign". It's usually a healthy one. And in many categories, CMOs make great CEOs. (NB: I don't personally know any of the CMOs being "removed", so no personal judgment of course... my perspective is about the job itself and C-suite dynamics I've witnessed). #CMO #Csuite https://lnkd.in/eBXQt42P

CEOs As CMO Roadblocks? The latest Forbes CMO Newsletter dives into a surprising truth: most CEOs lack marketing experience! This can lead to budget cuts, misunderstandings, and hinder growth. Key takeaways: - CEOs often don't understand marketing: Only 10% have marketing experience, according to data in the newsletter. - Marketing budgets are shrinking: Gartner data shows a 15% YOY decline and a 30% drop in the past 4 years! - CEOs who support CMOs win big: McKinsey research finds companies with aligned CEO-CMO partnerships are twice as likely to achieve 5%+ annual growth. What can CMOs do? - Educate CEOs: Help them understand the CMO's role and its impact on long-term goals. - Bridge the Customer Gap: Take CEOs to meet customers and get real feedback. ️ - Collaborate for Success: Work closely with CEOs to develop and execute a winning marketing strategy. Read the full Forbes CMO Newsletter for more insights! ➡️ https://ow.ly/UBs050SqY1b #marketing #leadership #CEOs #CMOs #Forbes

Is the CMO Role Evolving or Just Misunderstood? Discussions surrounding the evolving role of the CMO are rampant in the marketing world. With responsibilities expanding and the landscape shifting, it's no surprise. This article dives into the debate surrounding the CMO role, exploring contrasting viewpoints from industry leaders. Additionally, the article discusses the shifting terminology surrounding the role itself, with titles like "Chief Growth Officer" gaining traction. https://ow.ly/9ZK450QI76N

🔍 The CMO to CEO Jump 🔍 As a recruiter specialising in marketing, I'm always on the lookout for transformative trends in our industry. One shift that's interesting is the growing number of CMOs stepping into CEO roles, as highlighted in this article. In today’s dynamic business environment, the strategic and customer-centric mindset of CMOs positions them as ideal candidates for the CEO chair. Their deep understanding of consumer behaviour, brand building, and digital transformation are invaluable assets for driving overall business success. The good news! For CMOs out there, your path to the CEO role is more attainable than ever. CEO's featured: Cheryl Calverley Chris Duncan Ash Schofield https://lnkd.in/dHfSpDkn #Marketing #Leadership #CMO #CEO #CareerGrowth #Recruitment #MarketingTrends #DigitalTransformation

CEOs spill the beans on their CMOs.. According to the study, eight out of ten CEOs believe that CMOs would 'take a bullet for them' and put their own career on the line for their CEO. CMOs are gaining trust at the highest levels and are considered part of the "top tier of CEOs' personal trust," alongside CFOs, COOs, and CSOs. #CEOPerspectives #CMOInsights #MarketingLeadership https://lnkd.in/eQU2ganG

"Companies led by CEOs who value marketing and branding as top growth drivers are more likely to experience significant revenue growth." This is a fantastic article that every person with a C-suite title, especially CEOs, or other high-level business leadership positions should read if they are serious about growing their revenues. Marketing is hard. It is often a messy mix of direction from leadership + data (hopefully good) + instinct + creativity + timing + whims of the market + some pixie 🧚 dust for good luck. The more CEOs and other high-level leaders understand how branding and messaging are created from this cacophony of inputs the better "CEOs should clearly define the scope of the marketing function and its alignment with long-term strategies, ensuring clarity in roles and responsibilities, McKinsey notes in the report, adding that "underestimating the power of marketing" can prove to be a "costly mistake." " https://lnkd.in/e8QNgKWj #marketing #branding #CMO

Fractional CMOs (FCMOs) might offer companies marketing leadership quickly and at a lower cost, but the CMO's role is so integral to overall business performance that it cannot be a part-time position, says R3's Shufen Goh.   “... A CEO who is serious about customer-centric growth beyond the current financial year will need someone who can identify and connect the dots between the gaps and opportunities, both internally and externally. It cannot be a part-time position if a company is serious about marketing as a growth driver."   Read more: https://lnkd.in/g9_db7bt

Fortune Magazine clickbait alert! These kind of headlines aren't useful, nor true. Not only is the data lacking, but the article even contradicts the points its making. Conversely, what is appearing to trend with CMO roles is the widening of marketing leadership role functions into growth and business transformation as executive sponsor. Naturally this runs the other way too as orgs where COO or CSO etc take on increased strategic initiatives incorporating marketing. The fortune article does have one interesting quote: “Today, an executive has to be much more of a generalist,” says Stephan Meier, a professor of management at Columbia Business School. With this in mind, Gartner's 2024 CMO priorities report states key focus areas being to overcome "collaboration drag" in the c-suite and beyond to deliver innovation and growth initiatives for the business. So perhaps the less clickbait truth is that roles are changing, restructuring, evolving fast... I'd be interested to see more about the new shape of the c-suite as relates to driving growth and innovation... #CMO #csuite #leadership #marketing https://lnkd.in/e99yNJfr