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It’s more common for CEOs to come from the financial rather than the marketing department, but by adapting language, that leap can be simplified.
Chris Pitt – former marketing chief at HSBC UK – is now the chief of First Direct, an online-focussed subsidiary.
In short, leading a company means choosing where to place investments for growth and making sure they pay off, he explained recently.
“It’s exposed me to the fact that when I’m selling to a CEO as a CMO, I’m competing with so many other things for their investment.”
“I went to the group CFO and said, ‘For every million pounds you give me, this is what I turn it into.’ That changes the very nature of the conversation”.
Sourced from WARC
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