A Marketing Re-Education

Chances are, your CEO has never spent a day in marketing. This is particularly true if you’re at a startup, where you might be working with a first-time CEO. This lack of understanding presents both a challenge and an opportunity. Educating your CEO (and probably the board) on the mechanics of marketing and setting realistic expectations is crucial. Without shared expectations, disappointment is inevitable.

This education should start during the interview process. However, as one Huddler highlighted, “I’ve become an over-explainer of how things work and don’t assume any level of understanding of marketing’s components.” Dare to simplify your explanations: “Pretend you’re a baker and have to explain everything, like how bread rises to a high schooler.”

Some CMOs hesitate to ask for their CEO’s input, fearing it might make them appear unsure. Remember, no one has all the answers. One effective strategy is to request “thought partner” sessions with your CEO. As one CMO suggests, “If I have a topic I’m uncertain about, I put all of my research into it and pull various options together before a 1:1.” This approach frames the discussion around collaboration rather than seeking permission. “Here’s something I’m working on, here are the different paths I’m seeing – do you have another view?”

Leveraging the fact that everyone in the C-Suite thinks they’re a marketer can work to your advantage. One Huddler noted, “We have daily leadership team meetings and at first, I was reluctant to update them on marketing. Now I’m oversharing and everyone on the team enjoys weighing in on marketing.” This inclusivity turns the team into stakeholders, reducing resistance and fostering a sense of ownership. “Our CFO even has some good ideas!”

CMOs need to market their department within the organization. As one Huddler mentioned, “I spend a lot of time making sure Marketing is front and center and known as a place for growth opportunities.” Highlighting success stories and career progression within your team can change perceptions. “We’ve had to get creative in showing how Marketing is impacting the business – no one cares about open rates but they do care about lift and where it comes from.”

Leadership in marketing also involves a balance of trust and verification. A lesson from military leadership books resonates: “Trust and verify.” One CMO shared, “When I send my team off on a project, in many cases I’m not letting them just go, and then they come back and deliver it.” Regular check-ins can be a part of the coaching process, ensuring the team stays on track without micromanaging. “It’s a fine line – making sure there are checkpoints, especially if they’ve never done that kind of work before, but not so many that you’re doing the project!”