The 5 roles of the Chief Marketing Officer
The Growth Driver
The Growth Driver is focused on delivering sustainable and profitable growth for the organization. This means creating campaigns around customer acquisition and driving growth.
Projects we support the Growth Driver type of CMO with, include: Setup of growth experiments, performance campaigns, lead generation campaigns, growth hacking.
Read how we helped a key travel insurance provider use prediction based advertising here
The Customer Champion
The Customer Champion aligns the organization around customer centricity using data, insights and analytics to deliver customer experiences, as well as measurable business growth. This results in personalized campaigns that empower customers while delivering measurable results.
We helped Customer Champion CMO’s implement livechat to improve the customer centricity of their website, while providing useful analytics to the customer experience team. Besides that, we used the insights to elevate our marketing strategy. Read more about our livechat customer centricity case study here
Design can also play an important role in delivering a great customer experience. That’s why we advise companies to invest in UX/UI research to optimize their existing channels so that clients have a seamless experience and associate the brand with ease of use. Have a look and see how we did a design overhaul of a roadside assistance app, with the customer as our main focus point.
The Innovation Catalyst
The innovation catalyst is focused on building breakthrough products or services and experimenting with new innovative tech and ideas. He transforms the customer experience while improving internal processes.
The CMO of today with the Innovation Catalyst role focuses on building robust CRM and Marketing Automation platforms, integrating Business Intelligence platforms and connecting internal silos. A lot of times, this type of CMO tries to build bridges between the internal sales, marketing and customer service department, without being blocked or delayed by their internal IT department.
At the Growth Agency, we love collaborating with these types of CMO’s because we can offer them speed and flexibility, being able to advise on and implement a vast array of martech tools.
Read how we helped this water supplier connect sales & marketing by implementing a CRM and marketing automation tool and helping them with their sales and marketing strategy.
The Capability builder
Unlike the previous roles, the Capability Builder has the power to gather and deploy robust marketing capabilities and build teams with a wide range of expertise in data and analytics.
We strongly believe that knowledge and capabilities should be transferred to the clients we’re working with. By working as an extension of internal marketing teams and tandem-ing up for bigger projects, we make sure we do just that. Next to day-to-day insights and knowledge transfer, we also educate our clients on specific topics, based on the needs of their teams. Here’s a presentation our SEO specialist Pawel did for Kindred Group on ‘How to use Google data to generate revenue: PPC & SEO’
The Chief Storyteller
Finally, the Chief Storyteller creates stories that promote the brand and build the company’s position through compelling and inspiring content. He monitors and disseminates news about his company’s brands.
We support Chief Storyteller CMO’s by creating compelling branded content that they can use internally, for the social media channels and for digital and offline campaigns. Have a look at a few digital marketing campaign highlights in our case studies of 2020 and 2021>>