1. Clearly Define the Role
“A big problem is CEOs’ difficulty articulating what the role is,” said David Edelman, global co-leader at McKinsey Digital Marketing and Sales. How much central accountability and budget control should there be? What channels should he/she orchestrate? How much power is the person given to define the brand experience, etc. “Few executive teams are aligned enough on what the full role would be for someone to succeed.”
2. Set Realistic Goals and Expectations
CMOs are often tasked with the difficult jobs of delivering both short-term revenue growth and increased long-term brand equity. “I ask our CMO—just as we do for all managers— to set realistic goals and be accountable for them,” noted Michael Hansen, CEO of Cengage Learning. “If she succeeds, we all succeed.”
3. Be Prepared to Feel Uncomfortable
When looking for a CMO, companies often hire someone who will “fit in” with the culture. That encourages status quo thinking. Chuck Presbury, executive leadership assessment expert and coach, explains, “CEOs should hire someone whose values are consistent with the organization. But in addition, they should bring a style, and mindset that complements the team and sparks new thinking and innovation. The CEO’s job is to nurture their difference in “fit” so the spark takes root and elevates everyone’s thinking.”
4. Give Them Time
Counter to the business mantra to “hire slow and fire fast,” CMOs need time to learn the nuances of the business, industry and organization. “Companies are too quick to pull the trigger,” said the CMO for a high-growth technology company. “If a CMO feels there is only a short window to prove themselves, they’ll focus on quick wins rather than marketing innovation and sustainable growth.”
Following these 4 tips in your hiring/integration process will help ensure that your CMO succeeds for both him/herself and the company.
Chief Executive Group exists to improve the performance of U.S. CEOs, senior executives and public-company directors, helping you grow your companies, build your communities and strengthen society. Learn more at chiefexecutivegroup.com.
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1:00 - 5:00 pm
Over 70% of Executives Surveyed Agree: Many Strategic Planning Efforts Lack Systematic Approach Tips for Enhancing Your Strategic Planning Process
Executives expressed frustration with their current strategic planning process. Issues include:
Steve Rutan and Denise Harrison have put together an afternoon workshop that will provide the tools you need to address these concerns. They have worked with hundreds of executives to develop a systematic approach that will enable your team to make better decisions during strategic planning. Steve and Denise will walk you through exercises for prioritizing your lists and steps that will reset and reinvigorate your process. This will be a hands-on workshop that will enable you to think about your business as you use the tools that are being presented. If you are ready for a Strategic Planning tune-up, select this workshop in your registration form. The additional fee of $695 will be added to your total.
2:00 - 5:00 pm
Female leaders face the same issues all leaders do, but they often face additional challenges too. In this peer session, we will facilitate a discussion of best practices and how to overcome common barriers to help women leaders be more effective within and outside their organizations.
Limited space available.
10:30 - 5:00 pm
General’s Retreat at Hermitage Golf Course
Sponsored by UBS
General’s Retreat, built in 1986 with architect Gary Roger Baird, has been voted the “Best Golf Course in Nashville” and is a “must play” when visiting the Nashville, Tennessee area. With the beautiful setting along the Cumberland River, golfers of all capabilities will thoroughly enjoy the golf, scenery and hospitality.
The golf outing fee includes transportation to and from the hotel, greens/cart fees, use of practice facilities, and boxed lunch. The bus will leave the hotel at 10:30 am for a noon shotgun start and return to the hotel after the cocktail reception following the completion of the round.
