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).
How has social media made things harder/easier for today’s CMO, and how can identification of these “Four Hats” help CMOs adapt?
JA: Social media has added a whole new layer of complexity to the CMO role that most are not prepared or skilled to handle. The insights revealed by our study of Social CMOs have identified four specific roles that CMOs will need to effectively survive and triumph in a social future. These Four Hats are:
Chief Maintenance Officer – Maintain and optimize traditional marketing programs for savings to help fund social programs
Chief Migration Officer – Where possible link and begin to migrate traditional programs into social campaigns
Chief Measurement Officer – Take the company lead as evangelist on social for listening, educating & measuring all aspects of business impacting brand
Chief Matrixmarketing Officer – Build and master the matrix of people, products, big data, processes and projects. Perfect bi-directional marketing, brand and message-management skills for customers, suppliers, employees and shareholders interacting real-time with exploding content types, evolving context, relationships, trust and advocacy.
In your report you argue that next gen CMOs should spearhead the transition and cultivation of social business within the organization. Where can CMOs go to learn about social business in order to effectively play this role?
JA: Yes, there is a window of opportunity for CMOs to get out in front of these changes and revitalize their role. Traditional sources of learning will not suffice. Seek out and find trusted advisors and social communities where these best practices and methods are now evolving.
What’s one piece of advice you’d give to a CMO or other executive looking to transform into a Social CMO?
Don’t wait for this change to “happen” to you. Reach out to those who understand and are already practicing these methods and then work to reclaim the rightful key co-leadership role of the CMO.
Be sure to attend The Four Hats of the Social CMO webinar where Jeff will delve into deeper examination of each of these roles, and discuss the feedback received from this Constellation Research Group survey of marketing leaders conducted in May/June 2011. November 8, 2011 10:00am PST. Register here: https://www3.gotomeeting.com/register/191143430
Courtney Sato
More information on The Four Hats of the Social CMO.