From the course: CMO Foundations: Become an Effective CMO

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The growth gap

The growth gap

From the course: CMO Foundations: Become an Effective CMO

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The growth gap

- The modern CMO role is probably one of the most exciting and most risky positions in the C-suite. Why? Because nearly half of all marketing leaders are now expected to be active contributors to top-lying growth discussions, yet they are not always prepared for the conversation. They operate in something I call the growth gap. It's a space between traditional marketing roles, such as branding and communications, and revenue generation. In my experience advising CMOs, several stakeholders can either help you close that gap or push you back into a less influential role. They include the board of directors, the CEO, and the VP of sales. Today's boards regularly scrutinize income statements, balance sheets, and cash flow, but they also track three other data points. Although many marketers overlook them, these data points will guide your growth activity. First, boards expect CMOs to deliver the organization's culture statement. This is a declaration of your values, vision, mission, and…

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