How to avoid 3 major pitfalls that make the careers of CMO fall



<div _ngcontent-c14 = "" innerhtml = "

When companies stumble, C-Suite is often blamed. Remember Colgate's foray into & nbsp;frozen food section? However, Thomas Barta, an international marketing expert, points out that it is unfair to associate each failure with a person at the top. It takes a village to launch a big brand campaign or a product line that falls flat.

If they can go back, great marketers like & nbsp;The former CMO of Blockbuster UK& nbsp; Bryn Owen would probably question the business model, suspects Barta. "As we wrote in & nbsp;The 12 powers of a marketing leaderDoing marketing is not the same as directing marketing. Barta shared his advice on the pitfalls that marketing managers must avoid in 2018 and beyond to fully flourish in their careers.

Doing marketing is not the same as directing marketing.

Doing marketing is not the same as directing marketing.(Photo credit: Jeshoots.com on Unsplash)

Lack of leadership skills & Nbsp;The biggest gap in marketing skills today? "Leadership – an end point," says Barta. He and his co-author, Patrick Barwise, conducted a global study involving more than 68,000 leadership assessments on what makes a successful CMO. The research found that while 71% of all marketing managers have an impact on their business, only 44% feel good about their career prospects.

"Most marketers have marketing skills, but they do not have the most important skills to lead marketing," says Barta. "And leading marketing is not about digital or campaigns, it's about accepting Suite C and making change happen."

Failure to show the return on investment. & Nbsp;"Over 50% of the board members in a recent study did not think that their company's marketing dollars generated significant revenue," Barta said. "In other words, people do not think that marketers are spending their money well." Only two-thirds of the CMOs surveyed said that their business was very profitable to their business. & Nbsp;

Although the return on investment can be higher overall in marketing, CEOs often underestimate the impact of marketing on business fundamentally. This disconnect is perhaps what drives business trends & nbsp;replacing their CMOs with those responsible for "growth". "If marketers are not seen as generators of profitable growth, they are considered a cost. There is no intermediary.

Miss the "Zone-V". & Nbsp;The Value Creation Zone is the ideal place for marketers, where the needs of customers and those of the company overlap. "Too many marketers are only turning to customers – and therefore have no place at the top of the table," says Barta.

(Graphic courtesy of Thomas Barta)

The advantage of these defects is that they are soluble. & Nbsp;Personality& nbsp; type has no impact on the CMO's chances of success (less than 1%, according to Barta's study). This means that great marketing leaders are built and not born. For examples of how to effectively lead a global brand's marketing efforts, see & nbsp;Syl Saller of Diageo& nbsp; and & nbsp;Ann Lewnes of Adobe. "The good news is & lsqb; their & rsqb; success is within the reach of others too.

What is your leadership style? Take this & nbsp;free personality test& nbsp; Based on the study on the success of Barta's leadership, to find out. & nbsp;

">

When companies stumble, C-Suite is often blamed. Do you remember Colgate's foray into the frozen food aisle? However, Thomas Barta, an international marketing expert, points out that it is unfair to associate each failure with a person at the top. It takes a village to launch a big brand campaign or a product line that falls flat.

If they could go back, major marketers such as the former UK Blockbuster executive director, Bryn Owen, would likely further challenge the business model, Barta suspects. "As we wrote in The 12 Powers of a Marketing Leader, doing marketing is not the same as directing marketing."

Doing marketing is not the same as directing marketing.

Doing marketing is not the same as directing marketing.(Photo credit: Jeshoots.com on Unsplash)

Lack of leadership skills The biggest gap in marketing skills today? "Leadership – an end point," says Barta. He and his co-author, Patrick Barwise, conducted a global study involving more than 68,000 leadership assessments on what makes a successful CMO. The research found that while 71% of all marketing managers have an impact on their business, only 44% feel good about their career prospects.

"Most marketers have marketing skills, but they do not have the most important skills to lead marketing," says Barta. "And leading marketing is not about digital or campaigns, it's about accepting Suite C and making change happen."

Failing to show the return on investment. "Over 50% of the board members in a recent study did not think that their company's marketing dollars generated significant revenue," Barta said. "In other words, people do not believe that marketers are spending their money well." Only two-thirds of the CMOs surveyed said that their company reported a lot.

Although the return on investment can be higher overall in marketing, CEOs often underestimate the impact of marketing on business fundamentally. This disconnect may be at the origin of the tendency of companies to replace their collectives with those responsible for "growth". "If marketers are not seen as generators of profitable growth, they are considered a cost. There is no intermediary.

Miss the "V-Zone". The Value Creation Zone is the ideal place for marketers, where the needs of customers and those of the company overlap. "Too many marketers are only turning to customers – and therefore have no place at the top of the table," says Barta.

(Graphic courtesy of Thomas Barta)

The advantage of these gaps is that they can be solved. The type of personality has no impact on the CMO's chances of success (less than 1%, according to Barta's study). This means that great marketing leaders are built and not born. For examples of how to effectively lead a global brand's marketing efforts, see Syl Saller of Diageo and Ann Lewnes of Adobe. "The good news is [their] success is within the reach of others too.

What is your leadership style? Take this free personality test based on the study on the success of Barta's leadership to know it.