A day in the life of a CMO

Far from simply overseeing advertising campaigns or ensuring brand consistency, the Chief Marketing Officer (CMO) has emerged as one of the most dynamic roles within an organisation, sitting at the intersection of strategy, technology, and customer experience.

We spoke with Emma Clayton, founder of Be Brilliant Consultancy and author of Brilliant Teams: The Art and Science of Leading Exceptional Teams. A seasoned marketing leader with over two decades of experience, Emma has a wealth of knowledge on how this role has evolved in recent years.

The responsibilities of a CMO

The Chief Marketing Officer plays a pivotal role at the board level, driving the organisation’s marketing strategy across various regions, whether it be national or global. A CMO’s responsibilities vary depending on the company's size, from startups to large enterprises, but the essence of the role remains consistent: overseeing diverse marketing functions such as brand management, product marketing, demand generation, customer acquisition, and retention strategies. 

Emma explains that the CMO is responsible for aligning these marketing efforts with the company’s overall business objectives, ensuring that the brand's value proposition is effectively communicated to target markets. "Marketing isn't just about the flashy campaigns we see every day. It's about the deeper, strategic aspects like product marketing, demand generation, and customer acquisition." In today’s organisations, CMOs must balance both the creative side of marketing and the operational, often data-driven, requirements. From overseeing the entire customer journey to managing brand sentiment, a CMO's role is driving sustainable growth and retaining customer loyalty.

In larger organisations, the CMO leads a team that includes VPs of brand, product, and growth marketing, as well as specialists in marketing operations, communications, and PR. Depending on whether the business operates in B2B or B2C sectors, additional roles like customer marketing or social media management may also fall under the CMO's purview. Typically, the CMO reports directly to the CEO, although in cases where there is no board-level marketer, the role may report to the COO.

Networking and stakeholder engagement

The role of the CMO extends beyond marketing; a significant portion of their time is spent collaborating with other C-suite executives and external stakeholders. A CMO needs to ensure that the brand’s positioning resonates not just with customers, but also with partners, investors, and even employees.

“CMOs work closely with CEOs, CFOs, and other executives to align marketing efforts with business priorities,” says Emma. “It’s not just about growth – it’s about sustainable, strategic growth that enhances the company’s long-term value.”

Key Performance Indicators (KPIs) for CMO

Among the most important metrics for CMOs are those that directly impact business growth. Revenue generation, customer acquisition cost (CAC), and lifetime value (LTV) are at the top of the list. CMOs are increasingly focused on achieving a CAC to LTV ratio of at least 3:1, meaning that for every pound spent on acquiring customers, the business expects to generate three times that in revenue.

Beyond these core metrics, Emma emphasises the importance of understanding conversion rates across the entire customer journey. “It’s not just about getting people in the door – you need to know how they’re moving through the funnel and what’s stopping them from converting. The data helps us refine our strategies and ensure every step of the customer journey is optimised.”

The rise of AI in marketing

Artificial intelligence (AI) is another area that's transforming the CMO's world. From automating content creation to providing valuable customer insights, AI tools are revolutionising how CMOs approach their work. "AI has allowed us to cut agency costs dramatically," Emma mentions. By leveraging AI, CMOs can now focus on driving strategy while delegating more repetitive, time-consuming tasks to these advanced tools.

Moreover, AI's ability to distil vast amounts of data into actionable insights has changed the game. CMOs are now equipped with real-time data that can help them pivot strategies quickly, ensuring that marketing efforts are always in line with market trends and customer needs.

Getting a CMO’s attention

One of the biggest challenges for CMOs is staying ahead in a world where trends are constantly shifting. Emma highlights the importance of being well-connected within the industry. "I'm part of several CMO networks, both in the UK and globally. These networks are invaluable for sharing insights and learning from others."

For vendors and service providers looking to connect with a CMO, understanding their world is crucial. The sheer number of pitches and emails a CMO receives daily can make it hard to stand out.

Emma highlights that to get a CMOs attention, vendors should clearly articulate how their solution can contribute to marketing revenue. “At my level, I’m always thinking strategically about what’s going to add value,” says Clayton. “Whether it’s attracting new customers or retaining existing ones, that’s where marketing revenue is generated.”

CMOs are not just focused on generating revenue but on the efficiency of doing so. Key metrics like customer acquisition cost (CAC) and lifetime value (LTV) play a significant role in their decision-making. “I’m always looking at how many more customers I can bring in and how many I can keep,” Emma explains, “so the cost of acquisition and lifetime value are the two numbers I always make decisions around.”

Emma also suggests a personalised approach: “I always appreciate when someone has taken the time to understand my specific business and comes with a clear, concise value proposition. Networking and introductions through trusted channels are far more effective than cold outreach via LinkedIn.

Ultimately, being respectful of a CMO’s time and offering genuine value is key. Whether it's introducing an innovative solution or providing unique market insights, getting a CMO’s attention requires strategic thinking.

Final thoughts

The CMO role is more complex than ever, requiring a blend of creativity, data-driven decision-making, and leadership. Emma's journey showcases how adaptability and a willingness to embrace new technologies, like AI, are essential to success in this field.

In a rapidly evolving digital landscape, CMOs must stay ahead by being strategic thinkers, innovative problem-solvers, and empathetic leaders who can drive growth while staying true to the brand's mission.

This blog is part of a series exploring the roles and challenges faced by the C-Suite executives so sales and go-to-market teams can discover how to secure that all-important meeting. Each blog is accompanied by a webinar and a cheat-sheet, available to inspir'em sales and leader members. Log in to listen to these webinars today

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