Dear Business Owner, If You Don’t Have a CMO, Guess What? You’re the CMO

I think it was Casey Slaughter Stanton who said it, “If you don’t have a CMO, you are the CMO.” Marketing isn’t just a nice-to-have—it’s essential for sustainable growth. Yet, many companies operate without a Chief Marketing Officer (CMO), thinking they can manage without one. 

You might feel like you’re not a marketing expert or that your time is better spent elsewhere. However, decisions about how you engage with your customers, what message you deliver, and how you present your business are still being made every day—and if you don’t have a dedicated marketing leader, those decisions fall on YOU!

Why marketing still matters in face-to-face, personal selling

You know this: While B2C companies focus heavily on brand recognition, the conversation in B2B is a little different. It’s not just about flashy campaigns; it’s about ensuring the long-term growth and stability of your business. Your marketing efforts are crucial in establishing trust (before they fill out your contact form or call you), communicating your value, and ensuring your company is well-positioned in the market. Ignore it, and you risk losing out on opportunities and diminishing your company’s ability to scale.

Thinking like a CMO

Even if you’re not ready to hire a full-time CMO, you can think like one. Here’s how to do it in the context of B2B:

1. Customer-Centric Thinking

When's the last time you met a customer, face-to-face, to explore where they’re heading, and to learn about pain points that you can solve? Your marketing efforts should align with this—how are you solving their problems? How are you helping them grow? Anticipate their needs and position yourself as a partner that helps them succeed. 

2.Strategic Vision

Every marketing initiative must tie into your long-term goals. Whether you’re expanding into new markets or launching new products, your strategy should reflect how you will grow your company’s capability and reach.

3. Customer Interactions Define Your Brand

Your brand is defined by the sum of all customer interactions. Every touchpoint with your sales reps, every product or service delivery, every conversation with your support team—that’s where your brand lives. It’s the actions and experiences of your team that create the lasting impression on your customers.

4. Sales-Led Messaging

While having a strong website and digital presence is important, your sales reps are on the front lines of your brand. They are the ones delivering your message, building relationships, and representing your company in real-time. Their ability to communicate your value proposition effectively is what drives your brand’s growth. Your sales team is often the key bridge between marketing efforts and customer decision-making.

5. Data-Driven Decisions

Like in any other sector, marketing requires data to guide your strategy. Pay attention to metrics that matter, such as customer lifetime value, cost per lead, and sales conversion rates. Data-driven marketing helps you refine your messaging, better target prospects, and ultimately, drive more growth.

6. Sales Takes the Lead in Personal Selling

In the world of personal selling and face-to-face customer meetings, Sales must take the lead. They are the eyes and ears of your company. This also means that your marketing is not taking the lead. Marketing must not only follow the lead of your sales team, but your marketing team must also establish a strong rapport with Sales. Your salespeople should feel comfortable reaching out to marketing anytime—sharing key customer or competitor insights. Without this kind of relationship, your marketing is flying blind.

Leveraging external expertise?

You don’t have to go it alone. Whether you bring in a fractional CMO, marketing consultant, or work with an agency, the important thing is to get expert input on your strategy. While the tactical execution can be outsourced, the overarching vision and strategy remain your responsibility.

Key takeaway

In the absence of a CMO, you may feel like the responsibility for marketing is too much to take on alone. But by focusing on customer interactions, aligning your sales and marketing teams, and having a clear strategy for growth, you can drive real results.

If you’re ready to ensure that your marketing efforts are fully aligned with your sales strategy and positioned for growth, let’s connect. I’d love to explore how I can help you lead your marketing and sales teams to success.

Question for the LinkedIn Audience:

How do you ensure alignment between your sales and marketing teams?