How core marketing principles help CMOs to be better leaders
Mhairi McEwan and Andy Bird
A paradox exists in becoming a marketing leader: the more senior you get, the less your time is spent actually doing pure marketing.
The functional skills and experiences that propel you to the top are not necessarily the ones that will help you succeed when you get there.
The marketing director of a top global business recently estimated that as much as 80% of his time is spent working with people outside the marketing function. Another senior marketer we spoke to argued: "In the role of CMO, you have one central challenge. Ultimately, the only way for marketing as a function to succeed is to make sure the whole company works as a marketing organisation. You have to shape the whole organisation so that it focuses on the consumer and you have to ensure that the business model is integrated with how you build your brands."