From the course: CMO Foundations: Working with Leadership and Board-of-Directors

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How to expand your influence

How to expand your influence

From the course: CMO Foundations: Working with Leadership and Board-of-Directors

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How to expand your influence

- CEOs are always asking marketing to be more strategic, but the word strategic is overused and its meaning not always clear. A better way to think about it is that your CEO wants you to think like a CEO, focusing not just on the needs of the marketing organization, but more broadly, about the future of the entire organization. If you put yourself in your boss' shoes, it will easier to leverage your expertise and influence across the organization, and CEOs ask this of all senior leaders. For instance, many CFOs have moved beyond being seen as just bean counters by investing in predictive analytics that are useful across all business units. As a result, finance becomes a hub for strategy. CMOs can do the same by using their data about customers, market trends, competition, for example, to build influence in specific business units or to support acquisitions and merger research. As companies become increasingly customer-centric, CMOs can be natural leaders in company-wide initiatives…

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