A chief marketing officer (CMO) is the highest-level corporate manager responsible for marketing activities. The CMO’s typical focus is managing the organization’s marketing mix to meet corporate financial objectives such as sales levels, margins and profits.
While it varies by organization, corporate areas which commonly report to the CMO include brand management, marketing communications, channels of distribution, pricing, and customer satisfaction initiatives. In some organizations sales management, product development and public relations also report to the CMO.
The CMO is often relied upon to convey the voice of the customer (via marketing research) to corporate managers and to provide insights into category and customer trends.
Marketing accountability and its measurement elevate the role of the CMO by demonstrating the financial impact of marketing activities on firm value.
- Common Language in Marketing Project, 2022.