A CMO (Chief Marketing Officer) holds a pivotal C-level position within a corporation, overseeing a broad spectrum of marketing activities. This extensive purview encompasses brand management, marketing communications, sales management, product development, distribution channel management, pricing strategies, and customer service, among other responsibilities. While the exact scope may vary from one organization to another, the role of a CMO is undeniably multifaceted.
In the realm of sales, professionals are akin to entrepreneurs, effectively running their own franchises. Drawing a parallel between the roles of CMOs and salespeople offers a compelling perspective. In a franchise model, corporate-level marketing initiatives coexist with local marketing activities. However, local marketing efforts must align with corporate guidelines, striking a balance between autonomy and adherence to overarching strategies.
Having spent the majority of my career in large corporations, I’ve personally witnessed the dynamics between Field Marketing and sales. It’s a relationship that can sometimes exhibit a disconnect. Field Marketing professionals, in many cases, may not have experienced the front lines of sales success, potentially leading to a gap in understanding the unique needs of individual territories.
However, it’s essential to recognize that Field Marketing teams don’t necessarily need this sales experience. Instead, their role is to empower salespeople with the tools and resources necessary to thrive in their respective territories. In this context, sales professionals should adopt a CMO mindset when it comes to managing their territories and book of business.
Marketing plays a pivotal role in not only creating new relationships but also nurturing and developing them over time. By embracing the responsibilities of a CMO within their territories, salespeople can leverage marketing strategies to drive success and forge meaningful connections with their clientele.