Can Your Company Survive Without a CMO?

In most companies, the CEO is the driving force behind the company's direction and major decisions. You’ll also typically find roles like CFO, COO, CTO, and possibly a Chief Product Officer or Chief Revenue Officer. However, the Chief Marketing Officer (CMO) role is often notably absent. Let's explore why this is and how to tell if your company might benefit from having one.

Reasons Companies Don’t Have a CMO

Marketing is often seen as a "fuzzier" function compared to areas like technology or finance. It can be difficult to define exactly what a CMO contributes. Many senior executives think they have enough understanding of marketing to manage it themselves, and they may question what additional value a CMO would bring.

Another big reason companies avoid hiring a CMO is that they get used to functioning without a dedicated marketing leader. Like homeowners who ignore small repairs until they become bigger problems, businesses might not realize how much a CMO could improve their marketing efforts.

Signs You Need a CMO

1. If you've been saying "We need to update our website" for ages without taking action, it’s a clear warning sign. An outdated website can harm your business by creating a poor first impression for potential customers.

2. Is your marketing just a collection of random tactics and campaigns? Without a cohesive strategy, your marketing efforts may seem scattered and ineffective. A strategic leader can help unify these activities to create a more impactful brand message.

3. Does your brand story only talk about what you do, not why you do it? A strong strategy should highlight your company's purpose and the value you provide, rather than just focusing on product features.

4. Good marketing is always centered on the customer. Without a CMO, your company might lean on "push-based" marketing tactics rather than strategies driven by customer insights and needs.

5. Talented marketers want to work on strategic, impactful projects. Without a marketing leader, they might find themselves stuck with routine tasks and constant crisis management, leading to frustration and high turnover.

6. Is your marketing just about dealing with the latest crisis? Without a CMO, setting long-term goals, developing strategic plans, and measuring results can fall through the cracks.

7.Are you spending too much time with your marketing/media firm? If you are the President/Founder of the company, you can delegate a lot of the day to day marketing needs to your CMO who would also talk directly with your media management firm.

While hiring a full-time or fractional CMO might seem like an unnecessary expense, especially for startups, recognizing the signs of weak marketing can reveal the true value of strategic marketing leadership. A CMO can turn your marketing from a series of disjointed efforts into a cohesive strategy that drives your business forward.

Cate Bender, the author, is Project Coordinator of Marketing Keys