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How has the Chief Marketing Officer role actually changed?
How has the Chief Marketing Officer role actually changed?
The CMO is no longer the head of advertising. The role now owns measurable revenue contribution, customer data infrastructure, lifecycle experience, and the digital transformation of the go-to-market function. Companies that treat the CMO as a creative director under-invest in measurement and lose ground. Companies that treat the CMO as an executive accountable for revenue tend to outgrow their category.
Kamyar Shah, Fractional COO and CMO, World Consulting Group.
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What does a Chief Marketing Officer actually do?
What does a Chief Marketing Officer actually do?
A CMO translates business strategy into go-to-market execution and owns the function across demand generation, product positioning, brand stewardship, and customer marketing. The role is not the head of advertising. It is the executive accountable for revenue generation from a marketing system. For most companies under 20 million in revenue, a Fractional CMO delivers that ownership without the full-time cost.
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