CMO Nation: Why Companies Need a Second “CEO” – A Chief Engagement Officer

Marketo GVP of Corporate Marketing, Karen Steele, recently authored this post for CMO Nation. See below for a preview, and then click the link to at the end check out the full piece.

I read a fascinating piece in Campaign US recently about the rise of the hybrid CMO, and why some of world’s largest brands are redefining and realigning the CMO role. Authored by Kathryn Luttner, and entitled Why Coke, Citi, Mars and J. Crew are Placing Bets on Hybrid CMOs, it is a must-read article for any marketing leader.

For me, the standout example of a corporation embracing a hybrid CMO model is Coca-Cola, which has replaced its CMO role with that of a chief growth officer overseeing marketing, customer and sales strategies. Another prime example cited in the article is Mars, which last year moved its chief customer officer into the CMO position with responsibility for both roles.

According to Luttner, “The companies creating these positions—call them "hybrid CMOs"—say they are trying to provide a more seamless customer journey in an increasingly digital world. By giving marketing chiefs more power to shape those aspects of the brand previously beyond their control, the hope is that a company can speak with one voice, from its advertising to sales to customer support.”

So far, so good. More brand control across the customer experience is hugely desirable, and a company speaking with one voice across the customer journey is essential. But there are two words I want to add to this argument: engagement and advocacy. Here’s why.

Head to CMO Nation to read on.