Success Secrets for Incoming CMOs

November 26, 2014

What are the most important things you can do as a new Chief Marketing Officer to ensure success in your role? Jeanne Hopkins, Senior VP & CMO at Continuum Managed IT Services, shares what (and what not) to do to avoid the revolving door.

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Today’s startup and expansion-stage CMOs have it anything but easy. Not only do they face the tall order of executing an efficient and effective go-to-market strategy resulting in a steady pipeline of qualified leads, they also often operate with precious little room or leeway for error. From the minute they walk in they’re on the proverbial hot seat, and if they can’t clearly justify the ROI of their programs and quickly deliver results, it’s likely a seat they won’t be sitting in for long.
Drawing from her solid track record of success managing data-driven, high-velocity marketing programs at high-growth SaaS companies, Continuum Managed IT Services Senior VP & CMO Jeanne Hopkins explains how incoming CMOs can actively set the stage to flourish in their new position.

How an Incoming CMO Can Achieve Success


Key Takeaways

  • Marketing doesn’t always get the credit it deserves — but sometimes that’s the fault of marketing leaders, themselves. As an incoming CMO you need to quickly become fully aligned with the sales leadership, and focus right away on demonstrating how your contributions are directly supporting the sales team.
  • Ask yourself: What are you doing as a marketing leader to help sales become more successful? The closer you can tie your efforts to generating revenue, the better.
  • There are always hidden priorities within an organization. Is it your job to get more net new logos, cross-sell and upsell to existing customers, or retain customers and reduce churn? These are three different areas and while you may be really good in one specific area, the CEO and Board of Directors may want you to focus in another. Once you understand exactly what you’re responsible for you can set objectives that focus on delivering revenue.
  • The biggest challenge for CMOs at many organizations is disconnect. Marketing people must understand that they are tied to revenue. This is the ultimate reason why many CMOs do not make it past two years.

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Photo by: Harry Pherson

Senior VP & CMO

<strong>Jeanne Hopkins</strong> is the Senior Vice President and CMO at <a href="http://www.continuum.net/">Continuum Managed IT Services</a>, a provider of fully integrated managed services solutions. Prior to joining Continuum, Jeanne was Vice President of Marketing at Hubspot where her marketing leadership helped the company become the second-fastest growing software company in the Inc. 5000.