Diversity of skills and experience
CMOs are often lumped into one big pile. The first difference is between B2B CMO and B2C CMO. Even with the same title, the charter, scope of responsibility, KPIs, and internal power relationships within the company can be vastly different.
Focusing only on B2B CMOs is not a one-size-fits-all situation. Industry, company size, desired growth rate, market conditions, and company-specific characteristics can influence the skills and experience a B2B CMO needs to be successful. To learn more about the types of B2B CMOs, we spoke to Heather Loisel, former CMO of Ricoh and general manager of SiriusDecisions, a B2B consultancy. The table below provides an overview of B2B CMO role types and includes a sample of the skills, KPIs, and key functional competencies required for each type of B2B CMO.
Types of B2B CMOs
Although a single CMO role may combine two or more of the elements listed in the table above, Loisel says that often only one element is the most important. “For large organizations in flat markets, the revenue CMO may be the most important to driving revenue efficiency. For organizations with strong competitive pressures and markets undergoing significant change, the customer CMO may be the most important driver of customer loyalty and advocacy.” For smaller organizations that need to gain early adopters and grow, ensuring their brand is clear and reaching the next market opportunity and growth stage can save the day. We need a CMO.”
As an example, Loisel worked at three different B2B companies where the focus of the marketing executive role was different, and therefore the focus of the marketing team as a whole. At JDA, Mr. Loisel indicated that the CEO was looking for a revenue- and customer-oriented senior marketer for him. At Skillsoft, the CEO was completely focused on the revenue CMO, but at Bottomline, the CEO wanted to focus on the revenue and strategic CMO. At companies, the role of the CMO, and by extension the role of the marketing department as a whole, has changed. The KPIs, the skills needed, the way departments worked, and the centers we worked with were different.
For B2B CMOs, understanding which CMO type you're stepping into and making sure your skills, experience, and interests align is critical to your success. The table above serves as a tool to guide B2B CMOs in determining relevant questions to pose to explore the focus of the job during the interview process. It can also be used by a CMO to guide discussions with his CEO to navigate changes in focus in his current role. Ultimately, the B2B CMOs who are most likely to succeed are those who can clarify their situation with the CEO and align their skills, abilities, and experience with the organization's needs and desires in the role.
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