The Myth Of Selling To The CMO – Forbes

The CMO is essentially the CEO of the marketing organization. Like a CEO, the job boils down to three things: set the strategy and vision, put the resources in place to execute it, and get out of the way. 

The first step is to meet with a person within the marketing organization who can become a champion of your solution. This person could be at any level. The key qualities of a capable champion are twofold: They are driven to advance within the company, and they have direct access to decision makers who can authorize a deal i.e. sign a check.

The next step is to equip them with the knowledge and materials (ammunition) to spearhead the solution and get it across the line. It’s incumbent on the sales rep and their support system to transform mere champions into a full-blown heroes. While your hero gets internal recognition, who gets recognized externally? It’s the CMO, of course, and rightly so. 

When the CMO brings a tactical solution to her team that requires execution, the incentives are completely out of alignment. Her team has very little incentive to make it succeed. Because if it’s successful, the CMO is the hero both internally and externally. No one’s getting a promotion. If it fails, the failure can easily be attributed to execution, for which the CMO is not responsible. 




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