90: The Massacre of Marketing: Challenges Facing Modern CMOs - with Emma Clayton, The Mary Poppins for Marketing Functions

In this episode of "Women in B2B Marketing," host Jane Serra chats with Emma Clayton, a seasoned CMO, consultant, and bestselling author. They discuss the evolving role of the CMO, emphasizing the challenges faced by modern marketers in a rapidly changing landscape. Emma highlights the need for strategic marketing over short-term tactics and stresses the importance of hiring qualified marketers. The conversation also touches on the significance of curiosity and understanding customer needs. Both speakers advocate for a strategic approach to marketing, aiming to build meaningful connections and deliver value to customers.

Emma and Jane discuss:

• The evolving role of the Chief Marketing Officer (CMO) in the current marketing landscape.
• Challenges faced by modern marketers, including unrealistic expectations from organizations.
• The perception of marketing and the qualifications of marketers, highlighting a lack of formal training.
• The impact of hiring practices on marketing effectiveness, particularly the trend of hiring sales-focused individuals for marketing roles.
• The importance of a strong marketing strategy in driving business success, especially during scaling.
• The need for alignment between marketing teams' skills and the overall business strategy.
• The significance of understanding the customer journey and building genuine connections with customers.
• The role of social media in shaping marketing practices and its potential to promote mediocrity.
• The necessity of prioritizing strategy over execution in marketing efforts.
• Advocating for a shift in how marketing is perceived and valued within organizations, emphasizing its strategic importance.

Key Links:

Guest: Emma Clayton: https://www.linkedin.com/in/emma-clayton-bebrilliant/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Brilliant Teams by Emma Clayton: https://www.amazon.com/Brilliant-Teams-Emma-Clayton/dp/191577179X

CMOs on Boards: https://www.spencerstuart.com/research-and-insight/cmos-on-boards