What are the responsibilities of the Chief Marketing Officer?

What does the chief marketing officer mean?

　? The full name of CMO is Chief Marketing Officer. Chief marketing officer? Or? Chief marketing officer? In some enterprises in China, it is also called? Marketing director? Or? Marketing general manager? CMO is often the highest decision-maker in the management of enterprise marketing, so it has become the ultimate life goal that many marketers dream of and strive for all their lives. ?

chief marketing officer = marketing director?

CMO is not a marketing director, nor is it different from a sales director. In an enterprise, the marketing director or sales director can only be regarded as a backup force of CMO at most, or a substitute for CMO at any time, while CMO is fully responsible for all marketing issues related to the enterprise and is the supreme commander of the marketing department of the enterprise.

Peter, a world-famous management master? Drucker once said:? The essence of an enterprise is marketing and innovation, and nothing else. ?

From this sentence, it can be seen that when enterprises face modern market competition, marketing has become the core and important means to win the market competition, which is not difficult to understand the shortage of CMO in the workplace.

Entrepreneurs in China have never attached so much importance to and reused CMOs of enterprises as they do now. Of course, these CMOs have destroyed cities and villages in the market, and they have indeed brought huge profits and investment returns to enterprises.

what are the functions of the chief marketing officer?

in the era of internet marketing, the ever-changing and brand-new marketing environment is putting forward higher and higher requirements for marketing managers.

This requires marketers to have a variety of quantitative and qualitative skills, be brave in innovation, and constantly explore how marketing creates value within the enterprise. At the same time, the marketer must maintain a harmonious working relationship with the sales function to achieve perfect cooperation.

For the chief marketing officer, as the leader who leads the marketing activities within the organization, he often has to perform the following five functions:

1. Strengthen the brand advantage;

2. Measure the marketing effect;

3. Promote the development of new products according to customers' needs;

4. Collect valuable customer opinions;

5. Make full use of new marketing technologies.

John from Harvard University? Quelch and Gail? Gail Mcgovern believes that the responsibilities and basic job requirements of a chief marketing officer may be quite different. They provided eight suggestions for improving the achievements of the chief marketing officer:

1. Clarify the mission and responsibility.

ensure that leaders are convinced that enterprises really need to set up the position of chief marketing officer, and ensure that the leaders of the organization, especially the chief marketing officer, the board of directors and line managers, clearly understand and agree with the determined mission. Without a clear understanding of the needs (real needs or perceived needs), the role of the chief marketing officer will not be recognized by the organization.

2. Match the role of the Chief Marketing Officer with the marketing culture and structure.

in a marketing-oriented enterprise, it is best to have a company brand, not many individual brands, as a prerequisite for setting up the position of chief marketing officer? Unless the leader appointed as the chief marketing officer is an authority figure with all aspects, he can cooperate with different functions in the organization.

3. Select someone who can cooperate well with the CEO and has a tacit understanding as the chief marketing officer.

it should be remembered that although the CEO wants to recruit a chief marketing officer, it does not mean that he will give up control of marketing. The CEO should regard himself as the cheerleader of marketing and brand management. While controlling marketing, he also needs to be guided by marketing experts.

4. remember? People who love to show off will not succeed? .

The chief marketing officer should work hard and ensure that the CEO successfully plays the role of cheerleader of a certain brand.

5. Match its personality with the type of chief marketing officer.

make sure that the chief marketing officer has the corresponding skills and personality, so that he can be suitable for one of the three types of chief marketing officers (vice president in charge of marketing services, traditional chief marketing officer and special-grade chief marketing officer). This mismatch must not be compensated by on-the-job training.

6. Make the line manager a marketing model as much as possible.

by fully extending the corresponding marketing budget, the chief marketing officer can further improve the marketing productivity of a certain department and help the department to further improve the corresponding income level.

7. Infiltrate into linear tissue.

the chief marketing officer not only plays a role in marketing activities, but also should provide support for the following activities: sending marketing experts from the company's marketing department to some departments to engage in marketing activities; Try to incorporate your own views into the annual evaluation of linear marketers.

8, both need? Left brain? Skills, and need? Right brain? Skills.

the chief marketing officer not only has strong creative marketing skills and technical marketing skills, but also should have the true political mind and excellent interpersonal skills needed to become a great leader and manager.