Steve Goldner’s Post

How marketing leaders can transform marketing from a support function to a growth driver! The decline of marketing as an influential business function is well documented. Among C-suite roles, chief marketing officers (CMOs) are the least likely to advance to the CEO spot and the most likely to be dismissed. This unsettling trend is supported by the Fall 2023 CMO Survey, where most CMOs reported limited involvement in executive-level decisions. They are not regular attendees at board meetings, and even fewer participate in earnings calls. While many external factors contribute to this decline in influence, much of it may be self-inflicted. At the B2B Marcom Summit in Washington, D.C., earlier this year, I attended a keynote address by Rick Rudman, CEO of Curbio. His tone was friendly, but his message was unmistakably candid. Rudman urged marketing leaders to go beyond traditional metrics and demand generation. He emphasized the importance of stepping into a role that aligns with the organization’s growth and profitability objectives. In his words, marketing leaders must evolve into strategic contributors whose insights drive core business results. He shared that such marketing leaders are rare and invaluable, as those who prove their worth by taking on a broader vision for the business are retained and even groomed for CEO roles. Marketing should be positioned as a strategic driver of growth and long-term value. How do you make that happen? #marketing #cmo #strategicalignment https://lnkd.in/ddHkGPBh

Here is a summary of an interesting article about the CEO-CMO relationship alignment: - McKinsey conducted a study on the relationship between CEOs and CMOs. They found that many CEOs underestimate the importance of marketing. - There is a disconnect between CEOs and CMOs on the role that marketing should play in the company. - The traditional marketing role has been fragmented across multiple positions in many companies. - CMOs need to become “data-curious” and figure out how to use data to measure the impact of marketing activities. - Less than 40% of Fortune 500 companies have a CMO at the C-suite table. - CMOs need to be seen as growth unifiers who can remove friction for customers. - Marketing has fundamentally changed due to the rise of digital technologies. Companies can no longer rely on traditional marketing tactics. - CMOs need to educate CEOs about the new realities of marketing and how to measure its success. Link to the complete article: https://lnkd.in/gBZA5WS6

To enhance the connection between marketing leaders and CEOs, here are five key strategies marketing leaders can implement — with Chief Outsider Pete Hayes: 1️⃣ Quantify Value: Measure marketing's impact in terms of revenue growth, customer acquisition costs, and lifetime value. Translate marketing activities into tangible financial outcomes to demonstrate ROI effectively. 2️⃣ Align with Strategy: Actively engage in strategic planning discussions to ensure marketing initiatives are aligned with core business objectives. Showcase how marketing tactics contribute to overarching strategic goals. 3️⃣ Speak the Language: Understand the mindset and priorities of CEOs Communicate marketing strategies in a language that resonates with their focus on driving growth and achieving business outcomes. Emphasize the financial implications of marketing proposals. 4️⃣ Build Credibility: Consistently deliver results and fulfill commitments to establish credibility. Gradually expand the scope and budgets of marketing initiatives based on proven performance and demonstrated value to the organization. 5️⃣ Forge Connections: Cultivate relationships with CEOs through regular interactions, including informal touchpoints. Seek mentoring opportunities to gain insights into the business mindset of CEOs and align marketing strategies accordingly. Enjoy our Growth Gears assessment for further insights into bettering your connection. https://bit.ly/3urJa57 #CEO #FractionalCMO #BusinessStrategy

The Successful CMO: During your first 100 days in a new CEO role, you must be a change agent. Marketing departments often evolve organically over time, shaped by the priorities of past leadership. As the new chief marketing officer, your task is to reevaluate this structure and make sure it aligns with both your customer insights and business goals. To rethink the marketing machine, start by updating your customer journey map. Focus on the emotions, motivations and friction points at each stage. Use this map as your North Star to assess the current marketing strategy. If your team doesn’t have a well-defined customer journey map, consider this a red flag. It’s an essential tool for aligning your marketing efforts with the customer experience. Next, evaluate your marketing team’s skill sets. Identify high performers and those who may not be a fit for your vision of the future. This step isn’t about reshuffling roles; it’s about ensuring every team member has the opportunity to perform at their highest level in the right position. This is also a good time to examine your martech stack. Are there tools or technologies — like AI or machine learning — that can streamline workflows and improve results? In today’s fast-paced marketing landscape, leveraging technology is critical to maintaining a competitive edge. Learn three additional strategies to help you drive impact and exceed expectations in your first 100 days by reading Bold Marketing & Communications co-founder Bob Finlayson’s article in CMSwire. For additional insights or help creating and managing successful marketing programs and campaigns, contact Bob or Bold co-founder Paul Brunato for a free consultation. #CMO #MarketingStrategy #CustomerJourney #MarketingTips

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Why is upward management essential for marketing leaders? Marketing leaders often struggle to get a seat in strategic discussions After all, we provide leads and pretty slides, so there is no need for strategic involvement, right? ❌ Wrong. In reality, marketing (should) significantly influence the revenue generated. Marketing is the interconnecting link between top management, customer success, sales, support, product, etc. Done right marketing unlocks a world of efficiency- and growth opportunities 𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 𝟭𝟭 𝘁𝗶𝗽𝘀 𝘁𝗼 𝗺𝗮𝗻𝗮𝗴𝗲 𝘂𝗽𝘄𝗮𝗿𝗱𝘀 𝗮𝗻𝗱 𝗲𝗮𝗿𝗻 𝘆𝗼𝘂𝗿 𝗽𝗹𝗮𝗰𝗲 𝗶𝗻 𝘁𝗵𝗲 𝗱𝗶𝘀𝗰𝘂𝘀𝘀𝗶𝗼𝗻𝘀: A͟l͟i͟g͟n͟ ͟o͟n͟ ͟E͟x͟p͟e͟c͟t͟a͟t͟i͟o͟n͟s͟ ↳ Clearly define revenue goals, company goals, and marketing contributions to those ↳ Align timelines and budgets for marketing initiatives ↳ Educate on marketing strategies and their impact on the bottom line O͟f͟f͟e͟r͟ ͟D͟a͟t͟a͟-͟D͟r͟i͟v͟e͟n͟ ͟S͟o͟l͟u͟t͟i͟o͟n͟s͟ ↳ Show how marketing efforts translate to quantifiable business outcomes ↳ Back arguments with data to make logical, compelling cases ↳ Highlight problems by including viable solutions B͟u͟i͟l͟d͟ ͟T͟r͟u͟s͟t͟ ↳ Consistently (over)deliver and demonstrate expertise ↳ Seek feedback from management and be open to criticism ↳ Stay professional and respectful, even in disagreements (͟O͟v͟e͟r͟)͟c͟o͟m͟m͟u͟n͟i͟c͟a͟t͟e͟ ͟R͟e͟g͟u͟l͟a͟r͟l͟y͟ ↳ Don't wait for meetings to update or consult with your peers ↳ Schedule one-on-one meetings to discuss topics ahead of formal meetings What did I miss?

Marketing that the boardroom actually values . . . As a Head of Marketing, you’re under constant pressure to deliver results that go beyond vanity metrics. The board doesn’t want to hear about clicks, impressions, or even engagement rates—they want to know how your efforts are driving revenue, supporting growth, and shaping the future of the business. And let’s be honest, proving that value isn’t always straightforward. It requires more than great campaigns or eye-catching branding. It’s about the outcomes the business feels and the results the leadership team can take to the bank! Here’s the shift we're seeing successful marketing leaders make: 📌 Strategic Alignment: Every campaign, initiative, or channel aligns directly with overarching business goals. It’s not about doing more—it’s about doing what matters. 📌 Focus on Quality: Forget chasing every lead or launching endless campaigns. The focus is on high-value initiatives that bring in prospects ready to convert and add genuine value to the pipeline. 📌 Sales as Partners: The strongest marketing teams work hand-in-hand with sales, creating a seamless handover that nurtures leads and accelerates conversions. When marketing and sales are aligned, the whole business wins. 📌 Data-Driven Decision Making: Leveraging insights, tracking the right metrics, and telling the story behind the numbers make it easier for the boardroom to see the impact. The days of marketing being viewed as a COST CENTRE should be over! Marketing should be the driver of business growth, innovation, and customer connection—and then the results will speak for themselves! Are you ensuring your marketing efforts lead to tangible, measurable outcomes that the boardroom values? #MarketingLeadership #DrivingResults #BusinessGrowth

Embrace the Future with Fractional CMOs In the whirlwind of digital transformation, the role of marketing leadership is evolving. Say hello to the era of the Fractional Chief Marketing Officer (CMO)—the agile, innovative solution for businesses navigating the complexities of modern marketing without the commitment to a full-time executive. At Fractional Marketers, we've delved into this shift, revealing how fractional CMOs meet the demands for digital prowess, data-driven strategies, and unparalleled flexibility. They embody the strategic vision required to steer businesses through the ever-changing digital landscape, offering a blend of expertise that’s both cost-effective and tailored to specific needs. Facing challenges like aligning visions and ensuring seamless collaboration? The fractional CMO model is designed to conquer these with agility and strategic depth, proving essential for businesses aiming to thrive amidst ongoing market shifts. Ready to lead your marketing with innovation and adaptability? Let's explore how a fractional CMO can propel your business into the future. Reach out to Fractional Marketers to begin this transformative journey. https://lnkd.in/gpqTFxda #FractionalCMO #MarketingInnovation #DigitalLeadership #FutureOfMarketing

The author makes a good point when she says, "The Fractional CMO structure can lead to businesses focusing too much on short-term thinking." HOWEVER, a good fractional marketing leader will be able to communicate the difference between short-term thinking/results vs. long-term. They will also be able to show they're long-term value with short-term solutions to immediate problems. I completely agree when she says, "The notion that CMOs just run campaigns has been the biggest frustration in my marketing career so far. The assumption is that marketers only plan events and campaigns. Their remit is broader than this. They offer grounding to an incredibly important function that has to consider a business’s story through customer insight and define its promise to the world, as well as consider how to drive revenue." That is also my biggest frustration. Most companies need a CMO long before they need to run campaigns. https://ed.gr/ehajy #fractionalcmo @fractionalexecutive #strategicmarketing

I'm certainly biased but I think the best growth is through the lens of marketing. The companies that are leaning on marketing for growth are 2X more likely to have greater than 5 percent annual growth. Still, it' a challenge. Only 10% of Fortune 250 CEOs have marketing experience. The CEO / CMO relationship needs to deal with these issues: 1. The ability to define the role of marketing within a CEO's strategy. 2. Understanding the levers of modern marketing capabilities. 3. Measure impact: Linking marketing activities to business outcomes. This is my favourite passage: "I view the CMO as the chief customer advocate, because that person’s role is to go across the company to advocate, to make it easier for the customer to do business with the company." This is a great read (or listen).