GartnerMKTG analyst Chris Ross shares how CMOs can navigate the fine line between ensuring innovation for their brands and overstepping boundaries in cmswire: MarketingTips
may reflect a cultural deficiency in the organization. Or it may be due to bad recruiting practices. In some cases, it may be an inherited condition.
“This is a real balancing act for CMOs because you want buy-in from peers and from stakeholders, and you want to make sure that you have the support of others in the organization,” Ross explained. “There is also, oftentimes, a lot of friction with the CMO. Some of those other stakeholders don't always want the same things that the marketing executive wants to do. And sometimes marketing has to move quickly, and they don’t have the luxury of getting that buy-in from various stakeholders.
Or perhaps a CMO finds they were hired into a situation that isn’t what they thought they were getting into. That can easily happen when an organization hires a CMO whose background and experience are with a different industry, Ross suggested. The candidate may seem to have transferable skills, but it turns out to be a bad move.
“In those cases, the CMO doesn't really have the support that they thought they were going to have. And the organization isn't really that interested in reinventing themselves,” Ross noted.
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