Posts

Hiring the Right CMO

It has been called the most dangerous title in business and many pundits have suggested it does not work and should be banished. No role in the last fifteen years has been scrutinized and debated more than the Chief Marketing Officer. Businesses have struggled with the title and role since it was first coined not too long ago.

I remember working in Price Waterhouse’s Marketing and Customer Management practice when I first saw it referenced in the mid 1990’s. I think I danced a nerdy marketing jig. My excitement was shared by marketing practitioners who long thought our services were poorly understood, inaccurately recognized, and under valued.

The hope was this executive position would set the record straight and have uber impact within a business. What happened and continues to take place are huge assumptions and unrealistic expectations placed on the CMO that almost always result in disappointment. Of course, I have seen situations and models work but I have witnessed many more fail.

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Agency CEOs Are Chief People Officers

I recently had lunch with an agency CEO. It was revealing because the content was raw and real. In short, he lamented the lack of hours in the day to deal with everything on his plate. There was little I could recommend short of cloning and ruthless prioritization.

If you are an agency CEO or if you marvel at the responsibility they take on, then you know that it is overwhelming. CEOs have to be a master of the balance sheet, superior in business development, aware of technological developments, substantive in interaction with clients, Biz Mensavvy in the press, excellent public speakers, tireless in the pursuit of growth and profit, and role models for the agency’s brand.
And all of this depends on people. Any variable in performance is due to the collective talent of the agency. What this proves is that the CEO is as much the Chief People Officer as anything. Every industry and business can claim, “Ours is a people business” or “Talent is our greatest asset” and that would be fair, but it is especially accurate and evidenced in the agency world. The loss of a key person can sink an entire office. The right person leading the right team can propel an entire agency to dazzling new heights.

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