Question

Topic: Other

Competences For A Cmo

Posted byhanson1/10/2017 at 6:07 AM ET 250 Points
Hi, before I search on Google maybe someone here has a tip. I wonder if any one knows if there is a listing on which competences a CMO should have within MarCom. Perhaps you know such a one and could give me information were to find. If you also have seen a listing on which characteristics a person preferably would have to be an excellent CMO I would appreciate to have that one as well. I know it all has to do with what type of business and so forth but now I just want a gross list of competences and characteristics. Best regards Hans
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  • Posted byJay Hamilton-Rothon1/10/2017 at 8:53 AM Member
    There are lots of lists:
    https://www.egonzehnder.com/leadership-insights/the-success-formula-for-cmo...
    https://www.allbusiness.com/chief-marketing-officer-council-releases-report...
    https://www.dmnews.com/marketing-strategy/core-competencies-make-the-differ...
    https://adage.com/article/cmo-strategy/creativity-a-cmo-s-core-competency/1...
    https://www.kornferry.com/institute/403-the-transformative-cmo-three-must-h...
  • Posted byhanson1/10/2017 at 12:47 PM Author
    Hi Jay,
    感谢欣赏链接和您的支持. This will help me a lot.

    Best regards Hans Rosenhoff
  • Posted byPeter (henna gaijin)on1/10/2017 at 1:53 PM Member
    I am a little confused, as Marketing Communications (MarCom) is just a very small piece of what a Chief Marketing Officer (CMO) would need to know. If I was looking at core competencies for a CMO, I am not sure MarCom skills would be listed there. They should be able to review materials produced by MarCom and have the ability to decide if they could be effective or not, but the actual production of the materials is not something which I think they need to know how to do. Perhaps also be able to come up with creative ideas, but this can often be done just as well at lower levers or hired from outside.

    A CMO to me should have much higher level functionality - be able to look at and work with the big picture marketing-wise. To understand what the business goals are and to find the right steps for marketing to do that help achieve those goals. Core competencies for this would all be related to this. Business acumen, knowledge of market and customers, ability to work cross functionally, ability to lead marketing, etc.
  • Posted byhanson1/10/2017 at 3:14 PM Author
    Hi Peter, My interest lies in what's in it on a higher level as you express it. Production issues you have to have an understanding for but you hav co-workers who does the work. So to be clear I'am looking for competences for a CMO or Marketing Executive when it comes to issues on higher level. Regards Hans
  • Posted byPeter (henna gaijin)on1/10/2017 at 6:53 PM Member
    One option you could do is look at job postings for CMO, Director of marketing, or perhaps even Marketing Manager. Preferably in industry similar to what you are looking at. See what they are calling out for job requirements and desired attributes.
  • Posted byhanson1/11/2017 at 9:47 AM Author
    Thanks Peter it's on my list / Regards Hans
  • Posted bymgoodmanon1/11/2017 at 6:14 PM Accepted
    Here's my starter list:

    Market Research and Analytics expertise -- to understand what's driving the business, what's on consumers' minds, emerging trends, what's working and not, etc.
    Financial acumen (balance sheet and income statement, ROI, pricing, etc.)
    Overall strategy to meet corporate objectives
    Strategic planning
    Positioning
    Marketing mix resource allocation (product, pricing, promotion, advertising, packaging, etc.)
    New product planning and development
    Coordinating efforts of all departments, focusing on sales and profit
    Sales strategy and support
    Channel management (if/when appropriate)
  • Posted byhanson1/12/2017 at 2:02 AM Author
    Hi goodman, Many thanks for good and appreciated input. / Regards Hans
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