Everything you need to know about a Marketing Leadership role.
The main goal of a senior marketing leadership role is to oversee all growth, marketing, and advertising initiatives. Depending on the size and needs of the company, these roles can be called anything from the VP of Marketing to SVP of Marketing to Chief Marketing Officer (CMO).
Out of all of the leadership roles in a company, the CMO position has undergone the biggest transformation in the last decade. Some even refer to it as the most dangerous role in the company.
Because of that, the modern CMO may go by more creative job titles in some companies such as Chief Transformation Officer, Chief Experience Officer, Chief Creative Officer, and Chief Storyteller.
One of the primary differences between VPs and CMOs is in the level of leadership and strategy that they have. VPs of Marketing tends to be more tactical and specialized (such as digital marketing, demand generation, product marketing), and they may still be doing some of the day-to-day work.
On the other hand, CMOS are expected to operate like modern-day visionaries. They should oversee all aspects of growth from brand messaging and product marketing strategy to distribution and pricing. Because of this, they typically work closely with the VP of Sales and CEO.
VP and C-level roles require a significant investment, which usually involves a six-figure salary. Hiring one too early or when it doesn’t make sense can be a costly mistake that sets you back months – if not years.
Here are some signs that it may be time to think about hiring one:
Typically, companies will start by hiring a VP of Marketing. Then, as the company continues to scale, they’ll bring on more VPs for specific divisions as well as a CMO later on.
According to our report, the VP of Marketing in San Francisco, Chicago, and New York City earn the most.
|San Francisco, CA||New York, NY||Austin, TX||Chicago, IL||Los Angeles, CA||Denver, CO|
|Base | OTE||Base | OTE||Base | OTE||Base | OTE||Base | OTE||Base | OTE|
|$180-250K | (+30%)||$180-250K | (+30%)||$180-225K | (+30%)||$180-225K | (+30%)||$180-225K | (+30%)||$180-225K | (+30%)|
A CMO’s day-to-day responsibilities include:
Success metrics will look different depending on if the CMO is working at a B2B or B2C company.
For B2B CMOs, here are some typical KPIs:
While there is some overlap, here are some examples of good B2C KPIs:
In our experience, while your CMO needs to have extensive marketing experience, there are many leadership traits and soft skills to consider including their leadership style, personality type, communication approach, and how they mesh with the VP of Sales.
Here are some skills to look for:
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