Honestly—What is the Impact of Marketing on a Company’s Leadership Team?

Spending a career lifetime in marketing can have its ups and downs. It seems, of all the leadership positions, it is the hardest to understand. The role of a CEO, a VP of Logistics, or a VP of Sales makes sense to people. But when it comes time to say we need a VP of Marketing, you may hear either crickets from the gallery or questions like Doesnt the VP of Sales do marketing? Or, Do we really need a “VP of Marketing” to put out our monthly promo sheet?

For growing companies, it’s important to keep your finger on the pulse—as we’ve said before. That’s why a CMO-Chief Marketing Officer should be a permanent role in your leadership team. Here are some ways to think of the role of a Marketinglead in your company.

Integrator of Customer Focus Across All Company OperationsKeep the company’s value proposition, communications, and insights front and center. Marketers work strategicallyalongside all departments/partners to ensure the company’s decisions are aligned to the vision and mission. This work can span the gap from developing promotional and sales relationship tools to working with the operations team to guide customer service offerings. They are often part of the planning and revealing of great company announcements as well as part of sharing difficult-to-swallow news. Working with HR on recruiting and retaining key talent can be a key marketing initiative. It is the integration into all aspects of the business that makes Marketing essential for a growing organization.[1]

Customer Experience ChampionCustomers can have very different experiences based on how they get their information. Whether it is from Sales, Customer Service, the website, industry communications, or an employee at a cocktail party, there can easily be conflicting experiences. Marketing’s responsibility is to monitor and provide insight to the way employees interact with customers and suppliers and make recommendations companywide. Providing a good, consistent experience is essential to loyalty and profitable growth.

Brand Promoter ExtraordinaireMarketing is responsible for communicating the brandto the entire company in a way that allows them to use that information in real/tangible ways in their everyday work. By making the brand “real” there will be more buy-in and, therefore, more consistency for the customers AND employees. Branding is everywhere from how Customer Service answers the phone, social media and T-shirts, to advertising and sponsoring great events. Imagine what your brand is today, and what it could be!

The Voice of the Customer Marketing works with internal and external sources and aggregates information/data into a useable direction for the entire company. Marketing works with the company culture to make the voice of the customer an equal driver, not placed in the backseat or even the trunk as many companies are prone to do.

Change MakerBy combining the data from the voice of the customer, understanding the capabilities of the organization, and understanding the company culture, Marketing can provide “game changing” insights to the company. Having that keen awareness and the ability to influence enables the CMO to provide real time opportunities for growth. Innovation can spur from a regular practice of establishing best practices and looking for opportunity in those same insights.

So, are you convinced? Focusing on the customer. Championing their voice through the organization, helping to drive increased sales and profits—that is the role of marketing!