Bringing Balance to the (Marketing) Force: Navigating the Modern Marketing Maze as a CMO

In an era where the title 'Chief Marketing Officer' barely scratches the surface of what is required of marketing leaders, the role of the CMO is more challenging and multifaceted than ever. This intricate dance (as we spoke about on ep39 of our Five Minute Fix podcast) involves combining traditional marketing chops with the manic fervour of digital trends.

Today's marketing landscape is massive… from the nostalgic familiarity of physical mailouts to the avant-garde realms of the Metaverse. For CMOs, this presents a labyrinth of opportunities and pitfalls. How do you navigate the wide demographic spectrum, from digital natives to those for whom the digital world is an alien landscape?

In this juggling act, balancing traditional and digital marketing is key. It’s about understanding that while digital platforms offer unprecedented reach and engagement, traditional methods still hold sway in certain demographics and contexts. In fact, with the huge focus of digital marketing over the past two decades we have found more ‘analogue’ approaches are making a resurgence to help brands stand out from the crowd. The secret lies in crafting a strategy that speaks to both camps.

Amidst this, the shimmering promise of AI in marketing looms large. It's tempting to view AI as the magic bullet that will align and optimise marketing efforts across channels. At TrueGroup we see AI as a tool, not a cure-all. Its effectiveness lies in how it's wielded within the broader strategy.

Take, for instance, the Snoop Dogg smokeless stove campaign. It generated a huge buzz but stumbled at converting that into tangible sales, leading to the CMO’s dismissal. This has caused quite the stir online with some observers suggesting the Stove board (and the wider public) don’t understand the value of marketing, reflecting a current trend/shift towards brand over performance marketing. Despite all this the ultimate goal still remains… the alignment of flashy campaigns with concrete business outcomes.

As we navigate this ever-evolving maze, communication and understanding of the vast array of marketing services become paramount. It's about making sure that stakeholders grasp the depth and breadth of what marketing can achieve.

The role of the CMO today is less about wearing a specific hat and more about wearing several, often at once. It's about strategic focus, personalisation, and an unerring eye for balancing the kaleidoscope of marketing channels.

Patrick Lambert


Entrepreneur, Presenter. Marketing, Web3, Cars, Property.

Currently working on uGen: Web3 social content platform

Ben Collins is a Creative Director 👑
Business Founder x 5 🚀
Loves nuts 🥜

Writes about entrepreneurship, marketing and the gym

Bringing Balance to the (Marketing) Force: Navigating the Modern Marketing Maze as a CMO

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