Discussing how the CMO role is changing is a hot topic for marketers. Perhaps not surprising, given the changing shape of marketing departments, added responsibilities, and turbulent environments.
But Zaid Al Kassab, who is stepping down as CMO of Channel 4 and will soon become CEO of M&C Saatchi, suggests the answer is simple.
“Honestly, I truly believe that marketing is and will always be the same,” he said last week, speaking at the February Oystercatcher Club event.
He suggested that CMOs not get too bogged down in focusing on the divide within the marketing function when considering current trends, calling himself “very reactionary to the idea that there's brand marketing and performance marketing.” ”.
Brand vs Performance: Marketers bridge the gap The line between performance and brand is 'nonsense'.
“All marketing is performance marketing. We're just talking about where in the customer journey are you acquiring customers,” he said.
Claire Cronin, chief marketing officer at Chelsea FC, said the role of CMO requires a “wider focus on reputation management, partly due to the power of social media and cancel culture, but also because of the growing importance of sustainability.” “We need to put in place,” he added.
“Ultimately, it all comes down to what people think of your brand,” she adds, noting that marketers are now increasingly “taking on more responsibility” in managing a brand's reputation. He pointed out that
You can be called chief marketing officer, chief growth officer, chief customer officer, chief product officer, etc.
Zayed Al-Qasab, Channel 4
In addition to discussing the CMO role itself and what it entails, the CMO title is often a subject of debate, with many companies choosing to drop the word “marketing” in favor of something more descriptive. I am.
“You can be called chief marketing officer, chief growth officer, chief customer officer, chief product officer, you can go on and on,” Al-Kassab said.
“It’s important to understand your customers and business goals and find ways to connect them.” He gave the example of Channel 4’s app redesign and rebranding. This may not have been the most important thing to do “intuitively”, but it was when he “saw the data”.
Al-Qassab's view of the CMO job is not dissimilar to Mark Ritson's. Mark Ritson said in his recent Marketing Week column that we should stop talking about “the end of the CMO.” That's not true.
Instead, he argues, marketers should focus on getting better at their jobs.
Consistency
Octopus Energy has experienced significant growth in recent years, hiring 1,000 people in 2023 alone. “We're going back to the paradigm that the only constant is change,” said Pete Miller, the company's global creative director of creative and marketing.
“As we've grown so much, one thing we always worry about is that we're not going to be the nimble, instinctive, innovative beast that we started out to be.” he added. “The challenge is to remain agile, create a culture that thrives on it, and still somehow maintain a consistent brand.”
Adding an agency perspective, Richard Morris, CEO UK and EMEA at Mediabrands, said from his side of the fence that consistency is key. “It's really frustrating when a marketing director or CMO changes,” he says.
While he points to the “urban legend” that the average CMO stays in office for just 18 months, it's no lie that top marketers change roles faster than executives.
“If you look at the amount of research that values consistency, it’s extraordinary. I advocate that CMOs stay in the role as long as possible to build trusting and lasting relationships. And great. things happen,” Morris concluded.
