CMO: What responsibilities and skills should you have?

The progressive convergence towards digital sales has meant that  the figure of the CMO  has acquired more and more weight in companies, even transforming their professional profile to adapt it to new environments. We are going to learn everything about the CMO: what it is, what its differential characteristics are and what its role translates into in organizations.


What is a CMO ( Chief Marketing Officer )


The meaning of CMO is Chief Marketing Officer , and refers to the marketing director of a company , the person in charge of ensuring that the organization gains the trust of its customers.  

Among its functions (which we will detail in the last section) stands out that of improving the transparency of the brand , the core on which relationships of trust are built. Let us not forget that a customer will not acquire such a condition if he does not trust the brand or the company. 

Your contribution to the success of the business is key in that it is your responsibility to take care of the customer experience , targeting them with relevant and attractive advertising and ensuring that their itinerary is as satisfactory as possible. 

What a CMO should be like

CMOs must meet three main characteristics:

  • 1. Leadership:  The CMO is a professional who leads a team and is proactively involved in achieving the company’s objectives.

  • 2. Innovation:  The CMO’s work constantly changes, as do the scenarios in which it has to operate.

  • 3. Specific digital skills:  You must know the current technological tools applied to marketing, such as omnichannel, AI, virtual reality or IoT.

Functions that a CMO must fulfill


Contribution to increased sales

As a good leader, the CMO does not lose the main perspective. Their work must serve the main purpose, which is none other than meeting the company’s business objectives, translated both into customer acquisition and loyalty.

Their responsibility equally includes lead generation (through email marketing or organic positioning campaigns) and customer support throughout their life cycle.

Corporate communications management

The CMO is responsible for all communications issued by the company , both externally (newsletter, publications on social networks) and directed to the company’s internal staff. 

Additionally, he is also responsible for involving the entire workforce in the organization’s digitalization and Internet positioning actions.

Management and justification of the marketing budget

The CMO must manage the funds allocated to demand generation actions and measure them based on KPIs that he must also define, since he will have to report the return on investment of the marketing plans to the General Management.  

The role of the CMO is based on generating relationships of trust with the company’s clients. A trust that if not known how to transmit, will make it extremely difficult for the organization to meet its growth objectives. The capacity for leadership and reaction and the effective use of digital marketing tools make up their professional skills.