The role of the CMO has changed significantly over the past 10 years. Whilst it’s always been important for marketing leaders to understand big data, it’s become increasingly essential to understand consumer behaviour and use that data in a more sophisticated way; targeting and communicating with customers more effectively, utilising technology and automation, and driving strategic decision making.

CMOs these days play a pivotal role in any business and now hold a firm seat in the Board room alongside their C-suite peers. However, what’s fundamental to the success of any senior marketing leader is building those relationships with key stakeholders and peers within the business. Gone are the days where marketing worked independently from sales. It’s crucial to work collaboratively as a team to deliver the strategic objectives and KPIs for any business.

With the ever-changing landscape with new emerging technology, businesses need to stay ahead of the game and ensure they have the right resources and tech solutions in place to transform their business, allowing them to compete in the marketplace.

This is where bringing in experienced marketing or I.T. specialists for interim periods can help with those transformation phases, or during a period of change and growth which requires more strategic focus and support.

In recent years, more employers are opting to bring in senior marketing leaders on an interim or contract basis, rather than going out to market to recruit a full-time resource which can be costly and also time consuming. 

With the interim support of a CMO / Marketing Director, you have the benefit of a highly experienced strategic individual who would be able to hit the ground running immediately, without the long notice periods and added costs. 

We’re able to add value and provide an external, independent view of a business which sometimes businesses need to really understand where the opportunities are to deliver strategic growth, and identify where changes are required in their existing marketing or sales function (if one exists) or their activities. 

Ultimately, you’re able to tap into a highly skilled resource without the need to hire someone on a full-time basis. It allows you to ‘try before you buy’ to see if you would need this level of expertise on a permanent basis, and will also help to determine the operating model required for the future success of the business.

Mel Cheung-Turner 

Virtual Marketing Director, My Creative Thoughts