What to look for in your CMO? After many years of hiring, firing, developing and working as a Fractional CMO, here is my ultimate list that I use for every candidate interview, development conversation or performance check-in.
Here are 3 areas to evaluate any Interim CMO, Fractional CMO or SaaS CMO against. You can use this for hiring or performance management.
The Chief Marketing Officer is first and foremost the leader of your Marketing team/function. Especially in a Fractional CMO or Interim CMO role, this is probably the most important aspect of the role.
I like to break this up as follows:
The number one job of every Fractional CMO, Interim CMO or Full time CMO is to manage the marketing function.
Here are the critical areas to probe for in a CMO job interview, or to evaluate in a performance conversation:
While Marketing is about changing behaviors, and making people believe something new, the ultimate measuring stick is the funnel. Has your CMO shown they can impact the business outcomes you are looking for?
CMOs with a track record of success are hard to find. Since the Marketing Leadership role is so visible, it often gets marketing leaders on a fast track to a CEO or other top executive role, or they get stuck jumping from one role to the next, typically not lasting more then 2 years in a role. There are Fractional CMOs, Interim CMOs and SaaS CMOs you can find though who have a track record of success. These are the marketers-for-life who just love the profession.
Hopefully this article helps you find, develop and keep your ideal Chief Marketing Officer.
(for hiring tips and tools, also look at https://www.kalungi.com/blog/how-to-hire-your-b2b-saas-cmo )