On September 20, 2011, Constellation Research analyst, Jeff Ashcroft published “The Four Hats of the Social CMO”—a best practice guide that identifies four roles of CMOs that have emerged as a result new technologies. Jeff utilized survey data from 126 CMO respondents to compile this report. I sat down with him to discuss his findings.
In what ways has technology disrupted the CMO space such that you felt it was necessary to author this report?
JA: It became clear from the results of The Social CMO Survey that a significant shift has begun within the marketing function in response to the rapid and continuing emergence of social networking. From these results we were able to crystallize the findings to determine four specific roles “The Four Hats” CMOs will need to wear to succeed in these times of change.
Can you explain some of the issues and realities facing CMOs today that are driving the need for CMOs to change?
JA: Many CMOs today are stuck in an isolation loop with many only surviving in the role an average of 24 months. Many are no longer members of the senior management teams as a key member with the same respect as other officers. And some marketing functions are now embedded in other departments that frequently manage a hodge-podge of marketing functions (e.g. pricing and customer care).