Organizational Governance Organizational Governance
The Evolution of the CMO

It might seem that today’s CMOs still serve largely the same purpose that they always did; but consider the rapidly changing media landscape, and it's clear that the scope and sphere of the CMO role has shifted dramatically.

By Annie Longsworth Etienne White and James Barsimantov | Published 5 years ago | About a 3 minute read

Image: WOCinTech/Flickr

Take a moment to consider the role of the Chief Marketing Officer today compared to 20 years ago.

In some ways, it might seem that today’s CMOs still serve largely the same purpose that they always did. But consider the changes in technology, the advent of social media, the movement of brand activism — just to scratch the surface — and it becomes clear that both the scope and sphere of the CMO’s work have shifted dramatically.

Internally, CMOs wear many more hats than they once did, working more closely with CFOs and collaborating with others in the C-suite. And while CMOs have more influence than ever before, particularly as they speak out on broader societal issues and challenges, research has shown they are under greater pressure to demonstrate results in a shorter period of time.

Against this backdrop, the role of CMO now faces a critical and exciting juncture — and CMOs who embrace new developments and trends could be poised for greater success than ever before. One such trend: an increasing focus on sustainability and sustainable values, across both operations and marketing.

The sustainable CMO:

1. Embraces media fragmentation and nimbly adapts to the continually shifting media landscape

2. Harnesses technology trends — such as personalization, blockchain and artificial intelligence — and sees how they can help their brands stay ahead of the competition

3. Lives in the sharing economy, where both people and planet can benefit through the disruption of established business models to fit a fragmented audience base and hyper-personalized customer experience

4. Thinks futuristically, already predicting tomorrow’s opportunities by recognizing deep cultural shifts and new societal trends

5. Is a natural-born collaborator, focusing on “collaborative advantage” to work with others

6. Values purpose and embeds it within their company’s business model

7. Champions employees and their contributions to brand strength

8. Promotes diversity and inclusion within their workforce

9. Is authentic and brings personal stories to work initiatives

10. Views sustainability as an accelerator for innovation that can lead to business success

Sustainability can be immensely valuable for the CMO because of its ability to protect a brand’s reputation, garner consumer trust and loyalty, and drive innovation. That value proposition shows up in three key areas that are most of interest to the CMO:

1. Managing risk by addressing ESG policies and practices head on

2. Driving sales by offering consumers products that are better for them and for the planet

3. Creating transformative innovation in a world requiring urgent attention to limited natural resources

In an era of brand transparency and brand purpose, the CMO has become one of the most important C-suite roles. We predict that 2019 will be a watershed year for the Chief Marketing Officer role. By integrating more sustainable values into their marketing strategies, CMOs can anticipate greater brand-building benefits that will undoubtedly lead to enhanced brand reputation, while meeting critical business objectives for their organization.

Learn more about the Sustainable CMO in our white paper, developed in conjunction with SupplyShift and Possible, found here.

Annie Longsworth

Founder
The Siren Agency

Annie Longsworth is a sustainability communications pioneer committed to positive change through business. As a purpose-led strategist, Annie engages companies to develop ESG, impact and sustainability programming that aligns with corporate goals, audience values, shareholder ambition and societal needs.

Etienne White

Vice President, Brands for Good

Etienne is a marketing strategist, writer and sustainability storyteller. At SB, Etienne is the Founder and CEO of Let’s Create Possible. Etienne runs a consulting business “Let’s Create Possible’ working at the nexus of sustainability and marketing to help make the impossible, possible, for a diverse array of B2B and B2C brands in the US and Europe. Earlier in her career, Etienne was Chief Marketing Officer at the Forest Stewardship Council, where she led the research, strategic and creative development of the global ‘Forests for all Forever’ rebranding. Before this Etienne held positions as VP Marketing for two US specialty retailers. With more than 20 years of global brand management and marketing experience, Etienne has extensive knowledge in building both mainstream consumer brands and eco labels. Etienne began her career with over a decade in advertising (at agencies such as Fallon and Leo Burnett) leading award-winning, business-building marketing for a variety of global brands including Citibank, Nintendo, and Procter & Gamble. Etienne is a native of London, England but now resides with her family in the US, working in her ‘spare’ time to restore and regenerate what was once a conventional farm, with her flock of free-range, grass fed, heritage breed sheep.