Confessions of CMOs: confidently ensuring survival

In a global study on the future of CMOs, they clearly acknowledge (sometimes crazy) creativity, emotionality, subjectivity, seduction skills, humor, humanity and courage, all unique qualities of CMOs that are particularly valuable in a world dominated by data and caution, yet chaotic.

What keeps CMOs awake at night? There are many studies on this. We at Worldwide Partners, our network of owner-managed agencies, also wanted to know this in order to better advise and support our clients and to provide strategic and creative impetus in the industry. But further studies with pre-formulated theses do not provide any insights.

CMO insights for in-depth knowledge

Inspired by Jon Evan's podcast „the uncensored CMO“, we therefore conducted interviews with 30 global marketing managers in the summer, who we assured of strict anonymity. 30 more are planned. The interviewees did not have to cover their backs, there was no need to put on a front or put on a show. This was liberating for everyone involved, created human closeness and brought honest confessions to light. The conversations revolved around pride, worries and fears, willingness to take risks and self-reflection on the question of how to survive in a world in which the CMO position and the value of creative drive are increasingly being questioned.
The results of the study will be published shortly as „Confessions of a CMO“. However, there are already a few surprising initial findings.

The power of creative magic

When asked in which situations the CMOs felt particularly brilliant, conspiratorial phrases such as „flying under the radar“ or „using hidden powers“ came up surprisingly often. They pride themselves on the power of subtle seduction - or as one interviewee put it:

„There is a thing about marketing and creativity, that is still a bit of dark art and magic.“

The interesting thing is that CMOs also use this kind of magic internally, for example when they have to convince their colleagues in the management team of an idea whose impact may not be immediately obvious to everyone. They are aware of the power of subliminal seduction and see creative magic as a strength. They are pleased that they can bring ingenuity to the boardroom and also a little more humanity.

Creative lobbying with the CFO

When asked about difficult situations, negotiations with the CEO and CFO dominated. As one CMO explained, this takes up to 75% of her time. This raises the question: How can you still be successful? 

We consulting agencies recommend speaking the „language of the board“, addressing company-relevant figures such as effectiveness, efficiency, impact, effect, value growth and providing evidence of these. Specifically, in the language of CEOs and CFOs: cost savings, sales growth, market share gained, margin growth, customer lifetime value, company value increases and ROI. The colleagues in the management circle understand this. But perhaps it helps even more to use the inherent communication strengths of marketing?
Responses from the interviewees suggest this:

• „I need to market to the C-Suite the same way I market to customers - with emotion, not logic.“
• „It's storytelling, that saves you.“
  
  

Business language, evidence figures, business strategies together with creativity, emotional storytelling and guerrilla tactics are the ultimate drivers of success when combined. One participant in the discussion described how she starts with small but unusually creative projects that run under the budget control radar and then uses the enthusiasm with success figures and an inspiring story to obtain further budgets for larger projects.

Fun, pride, success: the result of a willingness to take risks

When dealing with risks, the question arises: How much do I risk to push through an unusual idea, when do I put my reputation on the line? The interview transcripts show that these CMOs, all of whom are very successful, are very willing to take risks, but that these risks come from unexpected sources.

We agencies often demand more courage from our clients. Marketing managers are praised in award shows and in the press for their courage when they push through unusual, creative campaigns. But real courage to take risks looks different. „Firemen are brave, you sell bread“ - one participant summed it up aptly. Another, who had just recovered from cancer, said: „Marketing is not life and death“. The worst thing that could happen is a dismissal, which is a manageable risk in an industry with high staff turnover.

In contrast, the risk of failure in marketing is much higher if you don't take any risks as a creative.
„Keeping it save is a bigger risk“, said one interviewee from a highly regulated industry. It not only brings success, but is also fun and fills you with pride when you actually take the plunge, push boundaries, make courageous decisions and implement creative, unusual actions even in the strict jungle of regulations.

Survival strategy: Mutations against the conjured doom

There were also surprises when it came to the hotly debated topic: Is there a future for CMOs and marketing?

In public discourse, there are many complaints that marketing is being brought to its knees by CFOs, budget cuts, short-term metrics and AI, and the decline, even demise, of marketing is being conjured up. Our interview transcripts suggest a different conclusion. This is not the story of a species threatened with extinction or mass extinction. Our evolutionary biologist even put forward the theory that the industry is faking its own death so that it can fly under the radar and drive mutation.

Nature reacts to dwindling food sources and new enemies with mutations. A variety of creatures with better survival skills develop. We can also imagine this in marketing. There is not only the CMO, but also the Chief Growth Officer, Chief Strategy Officer and many new variants of CMOs with an armada of fantasy names, such as Chief Mood Officer, Chief Mutinity Officer, Chief Meaning Officer, Chief Momemtum Officer.

We have already taken a closer look at the „Chief Mood Officers“. What qualities and skills have they developed to adapt to difficult, hostile circumstances? They never attack directly, they don't play hardball. You have realized that objections in budget negotiations are rarely rational, but mostly emotionally motivated. You can't fight emotions with logical arguments. Chief Mood Officers therefore prefer to change the mood in the room and diplomatically circumvent any obstacles.

"It's amazing how communicators can make complex things easy. That's swagger, wowing people without attacking or defending.“

Her survival tactics are lightness and humor. One interviewee puts it like this: „We are the energy-lifters in the C-suite“. You could also call them chief courage makers. They are used in conservative, highly regulated industries and wherever fear and resistance to change prevail.

Further mutations are already emerging in the evaluation of the interviews - new role models that show the characteristics and skills that distinguish these new marketing heroes and their consulting agencies. It can already be seen: CMOs who reflect on the intrinsic strengths of creatives are not threatened with extinction, but are unique value drivers in the economic world. „It's the only C-suite role where the job is actually fielding absurdity“ said one CMO. In a crisis-ridden and chaotic world, they are needed more urgently than ever. Their self-image is aptly summarized in the quote: „Let's marketing lead the way when the world is messy!“

And this is not just wishful thinking. Studies such as the one by McKinsey prove this. Companies that drive customer-oriented growth achieve 1.4 times higher sales performance. If this leadership role is fully integrated, growth doubles. According to Esch, companies that value brand and marketing generate 2.5 times more profit. So much for the value of brand, marketing and CMOs.