So many startups are getting this wrong and it’s costing them a fortune.
Startups need the strategic direction of strong C-Suite leaders, but without having a team of people to execute the strategies, the startup isn’t going to gain the traction it needs.
You’ll see CMO roles posted all the time but the responsibilities describe the role of a Director of Marketing. And you’ll notice the experience level and compensation doesn’t come close to justifying an actual CMO role. It’s unfortunate because the company is never going to get the right candidates or support when they send out mixed messages like this.
Startups will give you several reasons for this blurry line from “It looks better to investors to have a CMO role on the team” to “The title is part of the compensation package, we can’t pay them top rate yet so we give them a title that pads their resume”. I know, seeing these statements in print like this makes them sound absolutely ridiculous but I’ve lost track of the number of times I’ve heard them. I’ll get into why these practices are not only unethical but sure fire ways to sink a startup faster than the Titanic, in another article.
For now, I’ll assume the blurry line of distinction is due to a lack of clarity. So, let’s dive into the differences between the CMO and Director of Marketing roles.
CMO vs Director of Marketing
A Chief Marketing Officer (CMO) and a Director of Marketing are both important roles in a company’s marketing department, but they have distinct differences in terms of their responsibilities and scope of authority.
A Director of Marketing typically reports to the CMO and is responsible for overseeing specific areas of the marketing department, such as advertising, social media, or content creation. They work closely with the CMO to develop and execute marketing strategies, but their responsibilities are more focused on tactical implementation rather than overall strategy development.
On the other hand, a CMO is a high-level executive who is responsible for developing and implementing the overall marketing strategy for the company. They work closely with other members of the executive team to ensure that marketing efforts are aligned with the company’s overall business objectives and are responsible for driving revenue growth and enhancing brand awareness. A CMO is typically responsible for managing the marketing team, executing marketing campaigns, analyzing performance, and building relationships with key stakeholders.
In summary, while both a CMO and a Director of Marketing are important roles within a company’s marketing department, a CMO has a broader scope of responsibilities and is responsible for developing and implementing the overall marketing strategy for the company, while a Director of Marketing is responsible for overseeing specific areas of the marketing department and ensuring that tactical marketing initiatives are executed effectively.
Hints to Figure Out Who You Actually Need to Hire.
- If you have a marketing or communications team in place already, you likely need a CMO to make sure they are working on an integrated strategy and the team is developing as required to sustain future growth plans.
- If you don’t really have a marketing strategy but you’ve been paying a social media company to post a few times a week for you, then you need to hire a Director of Marketing full time, and hire a Fractional CMO to help create the marketing strategy and then check in with the DM monthly to make sure things on track. (depending on the results being generated by the outsourced social media company, I’d consider suspending that contract until a clear strategy can be given to them, or ending the contract all together and managing posts internally)
The Fractional CMO Option
(20+ yrs in marketing, at least 10+ yrs in leadership roles, hourly rate $200-$350)
A Fractional CMO is a part-time CMO who works with companies on a project or retainer basis. They provide the strategic direction and leadership of a CMO without the long-term commitment and expense. Fractional CMOs typically have extensive experience in marketing and are able to provide guidance and support to a company’s marketing team.
Fractional CMOs can be a good alternative for startups or small businesses that need access to high-level marketing expertise but cannot afford to hire a full-time CMO. They can also be useful for companies that need to supplement the skills of their existing marketing team or want to bring in external expertise to help with specific projects or initiatives.
Fractional CMOs typically work with a company for a set period of time, such as six months or a year, and are responsible for developing and implementing the company’s marketing strategy during that time. They work closely with the company’s executive team to ensure that marketing efforts are aligned with the company’s overall business objectives and are responsible for driving revenue growth and enhancing brand awareness.
We’ll break down the roles of a CMO and a Director of Marketing below to further help you decided which role you actually need to hire full-time.
The Role of a CMO
(15+ yrs in marketing, at least 5 yrs in leadership roles, base salary $180k)
A Chief Marketing Officer (CMO) is a key member of a company’s executive team, responsible for developing and implementing marketing strategies that drive revenue growth and enhance brand awareness. The day-to-day role of a CMO can vary greatly depending on the size and nature of the company, but there are some common tasks that most CMOs undertake on a regular basis.
Strategy Development
One of the most important tasks of a CMO is to develop a comprehensive marketing strategy that aligns with the company’s overall business objectives. This involves conducting market research to understand customer needs and preferences, analyzing competitor activities, and identifying opportunities for growth.
Team Management
A CMO is responsible for managing the marketing team, which may include marketing managers, social media specialists, content writers, and graphic designers. This involves setting goals and expectations, providing guidance and support, and ensuring that the team is working together effectively to achieve the desired results.
Campaign Execution
Once the marketing strategy has been developed, the CMO is responsible for overseeing the execution of marketing campaigns across various channels, such as social media, email marketing, and advertising. This involves creating and approving marketing materials, monitoring campaign performance, and making adjustments as needed to ensure maximum effectiveness.
Analytics and Reporting
A CMO is also responsible for measuring the success of marketing campaigns and reporting on key metrics, such as website traffic, lead generation, and customer engagement. This involves analyzing data from various sources, such as Google Analytics and social media platforms, and providing regular reports to the executive team.
Relationship Management
A CMO is often the face of the company’s marketing efforts and is responsible for building and maintaining relationships with key stakeholders, such as customers, partners, and industry influencers. This involves attending conferences and events, speaking at industry panels, and engaging with customers on social media platforms.
In summary, the day-to-day role of a CMO involves developing and executing marketing strategies, managing a team of marketing professionals, analyzing campaign performance, and building relationships with key stakeholders. By doing so, a CMO helps to drive revenue growth and enhance brand awareness for the company.
The Role of a Director of Marketing
(5-10 yrs in marketing, base salary $120k)
A Director of Marketing is responsible for overseeing specific areas of the marketing department, such as advertising, social media, or content creation. They work closely with the CMO to develop and execute marketing strategies, but their responsibilities are more focused on tactical implementation rather than overall strategy development.
Overseeing Specific Areas
A Director of Marketing is typically responsible for overseeing specific areas of the marketing department, such as advertising, social media, or content creation. They work closely with the marketing team to ensure that tactical marketing initiatives are executed effectively and are responsible for monitoring performance metrics to ensure that campaigns are meeting their goals.
Collaborating with the CMO
A Director of Marketing typically reports to the CMO and works closely with them to develop and execute marketing strategies. They collaborate with the CMO to ensure that marketing efforts are aligned with the company’s overall business objectives and are responsible for communicating these strategies to the marketing team.
Managing the Marketing Team
A Director of Marketing is responsible for managing the marketing team, which may include marketing managers, social media specialists, content writers, and graphic designers. They are responsible for setting goals and expectations, providing guidance and support, and ensuring that the team is working together effectively to achieve the desired results.
Analyzing Performance
A Director of Marketing is responsible for monitoring the performance of marketing campaigns and making adjustments as needed to ensure maximum effectiveness. They analyze performance metrics, such as website traffic, lead generation, and customer engagement, and provide regular reports to the CMO and other members of the executive team.
In summary, a Director of Marketing is responsible for overseeing specific areas of the marketing department, collaborating with the CMO to develop and execute marketing strategies, managing the marketing team, and analyzing the performance of marketing campaigns. By doing so, they help to ensure that tactical marketing initiatives are executed effectively and are contributing to the overall success of the company’s marketing efforts.
