Dr. Alvin Chikamba DBL (UNISA) CA (SA)’s Post

“… marketing leaders must evolve into strategic contributors whose insights drive core business results.” “… marketing needs to reframe its purpose within the organization. Marketing should not be a support function measured solely by campaign metrics. Instead, it should be positioned as a strategic driver of growth and long-term value. The more CMOs align their objectives with financial goals, the more they amplify their impact and build credibility at the executive table, where critical decisions are made. For marketing leaders, this means demonstrating how their strategies contribute to broader business outcomes — whether through increasing customer lifetime value, enhancing market share or accelerating revenue growth.” I’ll leave these two quotes and avoid further editorial. I have strong views that support these statements. Glad to engage 1 on 1 with proof points (on why) and solutions (that drive business success). https://lnkd.in/eRxyTUu4

To enhance the connection between marketing leaders and CEOs, here are five key strategies marketing leaders can implement — with Chief Outsider Pete Hayes: 1️⃣ Quantify Value: Measure marketing's impact in terms of revenue growth, customer acquisition costs, and lifetime value. Translate marketing activities into tangible financial outcomes to demonstrate ROI effectively. 2️⃣ Align with Strategy: Actively engage in strategic planning discussions to ensure marketing initiatives are aligned with core business objectives. Showcase how marketing tactics contribute to overarching strategic goals. 3️⃣ Speak the Language: Understand the mindset and priorities of CEOs Communicate marketing strategies in a language that resonates with their focus on driving growth and achieving business outcomes. Emphasize the financial implications of marketing proposals. 4️⃣ Build Credibility: Consistently deliver results and fulfill commitments to establish credibility. Gradually expand the scope and budgets of marketing initiatives based on proven performance and demonstrated value to the organization. 5️⃣ Forge Connections: Cultivate relationships with CEOs through regular interactions, including informal touchpoints. Seek mentoring opportunities to gain insights into the business mindset of CEOs and align marketing strategies accordingly. Enjoy our Growth Gears assessment for further insights into bettering your connection. https://bit.ly/3urJa57 #CEO #FractionalCMO #BusinessStrategy

Here is a summary of an interesting article about the CEO-CMO relationship alignment: - McKinsey conducted a study on the relationship between CEOs and CMOs. They found that many CEOs underestimate the importance of marketing. - There is a disconnect between CEOs and CMOs on the role that marketing should play in the company. - The traditional marketing role has been fragmented across multiple positions in many companies. - CMOs need to become “data-curious” and figure out how to use data to measure the impact of marketing activities. - Less than 40% of Fortune 500 companies have a CMO at the C-suite table. - CMOs need to be seen as growth unifiers who can remove friction for customers. - Marketing has fundamentally changed due to the rise of digital technologies. Companies can no longer rely on traditional marketing tactics. - CMOs need to educate CEOs about the new realities of marketing and how to measure its success. Link to the complete article: https://lnkd.in/gBZA5WS6

🤔 The Revenue-Centric CMO: Aligning Marketing with Business Objectives 🌟 As the digital landscape evolves, the role of marketing leaders becomes increasingly pivotal in driving revenue growth. But are traditional marketing strategies truly aligned with the core objectives of the business? 🔍 Imagine a world where marketing isn't just about brand promotion, but a strategic tool for revenue generation. The article sheds light on the concept of a revenue-centric CMO and how this shift in mindset can revolutionize the impact of marketing efforts. 🚀 From data-driven decision-making to customer-focused strategies, the discussion delves into the essence of aligning marketing initiatives with tangible business outcomes. It challenges us to rethink the traditional marketing playbook and embrace a more results-driven approach. 💡 What if the success of marketing campaigns was no longer measured by likes and shares, but by direct contributions to the bottom line? This paradigm shift in the realm of marketing leadership opens up a realm of possibilities and sparks a dialogue on the true purpose of marketing in today's business landscape. 🌐 Let's spark a conversation. How can CMOs lead the charge in aligning marketing with business objectives effectively? Share your thoughts and let's explore the transformative power of a revenue-centric approach. #MarketingStrategy #RevenueGeneration #BusinessObjectives #CMOInsights https://lnkd.in/gxPU8Wqq

The Successful CMO: During your first 100 days in a new CEO role, you must be a change agent. Marketing departments often evolve organically over time, shaped by the priorities of past leadership. As the new chief marketing officer, your task is to reevaluate this structure and make sure it aligns with both your customer insights and business goals. To rethink the marketing machine, start by updating your customer journey map. Focus on the emotions, motivations and friction points at each stage. Use this map as your North Star to assess the current marketing strategy. If your team doesn’t have a well-defined customer journey map, consider this a red flag. It’s an essential tool for aligning your marketing efforts with the customer experience. Next, evaluate your marketing team’s skill sets. Identify high performers and those who may not be a fit for your vision of the future. This step isn’t about reshuffling roles; it’s about ensuring every team member has the opportunity to perform at their highest level in the right position. This is also a good time to examine your martech stack. Are there tools or technologies — like AI or machine learning — that can streamline workflows and improve results? In today’s fast-paced marketing landscape, leveraging technology is critical to maintaining a competitive edge. Learn three additional strategies to help you drive impact and exceed expectations in your first 100 days by reading Bold Marketing & Communications co-founder Bob Finlayson’s article in CMSwire. For additional insights or help creating and managing successful marketing programs and campaigns, contact Bob or Bold co-founder Paul Brunato for a free consultation. #CMO #MarketingStrategy #CustomerJourney #MarketingTips

Marketing that the boardroom actually values . . . As a Head of Marketing, you’re under constant pressure to deliver results that go beyond vanity metrics. The board doesn’t want to hear about clicks, impressions, or even engagement rates—they want to know how your efforts are driving revenue, supporting growth, and shaping the future of the business. And let’s be honest, proving that value isn’t always straightforward. It requires more than great campaigns or eye-catching branding. It’s about the outcomes the business feels and the results the leadership team can take to the bank! Here’s the shift we're seeing successful marketing leaders make: 📌 Strategic Alignment: Every campaign, initiative, or channel aligns directly with overarching business goals. It’s not about doing more—it’s about doing what matters. 📌 Focus on Quality: Forget chasing every lead or launching endless campaigns. The focus is on high-value initiatives that bring in prospects ready to convert and add genuine value to the pipeline. 📌 Sales as Partners: The strongest marketing teams work hand-in-hand with sales, creating a seamless handover that nurtures leads and accelerates conversions. When marketing and sales are aligned, the whole business wins. 📌 Data-Driven Decision Making: Leveraging insights, tracking the right metrics, and telling the story behind the numbers make it easier for the boardroom to see the impact. The days of marketing being viewed as a COST CENTRE should be over! Marketing should be the driver of business growth, innovation, and customer connection—and then the results will speak for themselves! Are you ensuring your marketing efforts lead to tangible, measurable outcomes that the boardroom values? #MarketingLeadership #DrivingResults #BusinessGrowth

Many CEOs struggle with marketing due to a lack of experience, with only 13% of Fortune 500 leaders having a marketing background. This gap can hinder effective team building and growth. A strong CEO-CMO partnership is vital for success. By utilising resources like Fractional CMO services, CEOs can enhance their marketing strategies. Want to learn more? Access the full article for deeper insights. https://lnkd.in/gnsqPkMj #B2BMarketing #DataAnalytics #LeadGeneration #MarketingStrategy #BusinessGrowth #FlipsideGroup

Thanks Amber Naslund. Validates what I have been practicing and advising leaders of B2B companies. Buyers view Thought Leadership as non-intrusional (if that's a word) and helpful for them to succeed. In the report 54% say that an organization that consistently produces high-quality thought-leadership content has prompted them to research the organization's offers or capabilities. Bingo! Read the report below 👇

"Ninety percent of CEOs think they know the benefits of marketing. However, only 50 percent of CMOs see the same connection." Across the industry, there are lots of titles and changes in the definition of marketing. We’ve seen new roles such as the chief growth officer, chief digital officer, and chief customer officer. The traditional four Ps of marketing have been fragmented across multiple roles in the organization, which creates a challenge.... ....When we also looked at the official executive job class for CMO, we saw that less than 40 percent of Fortune 500 companies have a CMO or even a customer officer at the C-suite table. That’s a worrying sign. -- podcast interview with Robert Tas, Partner at McKinsey & Co. Here's a summary of the McKinsey article on the CEO-CMO relationship and its effect on growth: • CEOs who prioritize marketing in their growth strategies are twice as likely to achieve over 5% annual growth. • A disconnect exists between CEOs and CMOs: 90% of CEOs believe they understand marketing's benefits, but only 50% of CMOs agree. • The roles within marketing are evolving, with new titles like Chief Growth Officer and Chief Digital Officer emerging. • Technology and data analytics are crucial for modern marketing, but there's a gap in connecting data analytics to business impact. • CMOs should be involved in strategy planning and seen as growth unifiers, focusing on customer insights and experiences. • Marketing is constantly changing, and it's important for CMOs to adapt and be accountable for real business outcomes. https://lnkd.in/eXs-GANt?

I'm certainly biased but I think the best growth is through the lens of marketing. The companies that are leaning on marketing for growth are 2X more likely to have greater than 5 percent annual growth. Still, it' a challenge. Only 10% of Fortune 250 CEOs have marketing experience. The CEO / CMO relationship needs to deal with these issues: 1. The ability to define the role of marketing within a CEO's strategy. 2. Understanding the levers of modern marketing capabilities. 3. Measure impact: Linking marketing activities to business outcomes. This is my favourite passage: "I view the CMO as the chief customer advocate, because that person’s role is to go across the company to advocate, to make it easier for the customer to do business with the company." This is a great read (or listen).