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.”
- Many marketers get caught up in the discipline’s language rather than the terms of business.
- It is easy to get lost in marketing’s sense of value while forgetting that there is ultimately a competition for investment.
- Educating the rest of the business in marketing’s capabilities is crucial to counteract mistaken ideas of how it actually works.
“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