Marketing’s Marketing Issue: Explain in Your Colleagues’ Terms
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Marketing’s Marketing Issue: Explain in Your Colleagues’ Terms

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Around 71% of chief marketing officers (CMOs) operate in organizational setups that require coordination with other functions or business unit leaders, according to the March CMO+CCO Meter survey by The Conference Board, meaning that CMOs need to be well connected internally to work effectively.

This article highlights CMOs’ internal collaboration and the potential to further enhance it based on insights from interviews with CMOs, CEOs, and executive recruiters; a CMO roundtable and survey; and third-party sources.

This article is part of a series of insight articles on the CMO role.

Key Insights

Around 71% of chief marketing officers (CMOs) operate in organizational setups that require coordination with other functions or business unit leaders, according to the March CMO+CCO Meter survey by The Conference Board, meaning that CMOs need to be well connected internally to work effectively.

This article highlights CMOs’ internal collaboration and the potential to further enhance it based on insights from interviews with CMOs, CEOs, and executive recruiters; a CMO roundtable and survey; and third-party sources.

This article is part of a series of insight articles on the CMO role.

Key Insights

  • CMOs need to do internal marketing to help the organization understand the function’s work, capabilities, and benefits for the company.
  • Building relationships across the company’s departments and speaking the same language as collaborators are key to CMOs’ successful collaboration and impact.
  • CMOs should enhance their collaboration with other departments like HR and communications to build the corporate brand together for all stakeholders, thinking beyond customers.
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Author

Denise Dahlhoff, PhD

Denise Dahlhoff, PhD Denise Dahlhoff, PhD

Director, Marketing & Communications Research
The Conference Board

Read Bio

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