Why CMOs add more than colour

There’s been recent chatter about the CMO role becoming obsolete. I couldn’t disagree more. A great CMO is one of the most important hires a company can make – they don’t just direct marketing, they uncover the hidden magic within a business and transform it into something that captivates the masses.

The outdated notion of marketing as the “colouring-in department” ignores the profound role a CMO plays in shaping not just a brand’s message, but its entire trajectory. A brilliant CMO doesn’t merely “decorate”; they take the raw materials-data, complexities, and dreams, and craft a vision that resonates deeply with customers and ignites passion within employees.

While mastering data, analytics and technology is essential, the true brilliance of a CMO lies in their softer skills: curiosity, the courage to ask tough questions and the ability to spot hidden potential. They immerse themselves in every corner of the business because they know the real insights live in those overlooked spaces. But their greatest strength lies in understanding the world of their customers – uncovering the stories that turn brands into something unforgettable.

A great CMO is a master of transformation. They guide businesses through shifting markets, technological advancements and cultural changes, always inspiring teams to think bigger and bolder. They amplify a brand and elevate the entire business, balancing creativity and strategy to turn bold ideas into ones that touch lives, improve society, and drive growth.

So, my advice is this: if you’re seen as being in the “colouring-in department”, it’s time to break free and start colouring outside the lines! CMOs who dare to challenge conventions and push boundaries don’t just redefine their roles, they shape the future of their companies in ways no one else can - driving transformative change that no one else in the business is capable of.