Maya’s Ascent
I wrote about how Maya, the CMO of A1Books, rose to become the CEO in my fiction story.
Two years had passed after Maya’s Strategy Foundry. This time, the whole organisation had come together – in-person and virtually. A1Books’ CEO had called for an all-hands meet. As the gathered crowd of A1Books’ employees hushed, the CEO stood, his presence commanding the room with an air of solemnity mixed with pride. “Colleagues, partners, friends,” he began, his voice filled with warmth, “this year has been nothing short of a metamorphosis for A1Books. I stand before you, eager to share the fruits of our collective labour. It’s with immense pride I announce that this year has been our most profitable ever. Also, our customer satisfaction has soared to new heights. This is your victory; a testament to the innovation and dedication you’ve all shown. The success of our Profipoly Quest by taming CAC and increasing CLV, our tackle of the data-friction-waste triad, the adept implementation of the BRTLNG framework, and the seamless integration of Martech 2.0 Unistack, Channels 2.0, and the Progency partnership have not gone unnoticed. Our efforts have propelled A1Books to be honoured as the Best Company of the Year.”
The audience erupted into applause, a standing ovation that echoed the CEO’s enthusiasm. Smiles, cheers, and the palpable sense of shared achievement filled the room.
The CEO raised his hands, signalling for quiet. “Yet, with every end comes a new beginning,” he continued. “Today marks not just a milestone but also a transition. I will be stepping down – I have had a long journey, and it is time for me to give back. I will be passing the torch, leaving the next phase of this incredible journey in hands I trust. Maya, your Chief Profits Officer, will step up as your new Chief Executive Officer. Her vision, her drive, and her unwavering commitment have been pivotal to our triumphs. Please join me in welcoming her to this new role. The future is bright, and under Maya’s leadership, I am confident that our ascent will continue. Maya, the stage and A1Books is yours.”
Maya’s was the rare ascent. Most CEOs don’t come from marketing. As I quoted from a story in Raconteur in The Profipoly Quest: “The companies on the FTSE 100 are an eclectic bunch. There are household names such as Tesco, Barclays and BT, alongside less well-known brands including chemicals firm Croda International and mining company Fresnillo. But if there’s one thing they have in common it’s that none of the people who lead these businesses used to head up the marketing function. A dive into the data on the backgrounds of these CEOs finds that, before taking on the top job, 32% were divisional directors, 14% CEOs and 12% COOs or CFOs. None were a CMO before and only two…have spent any time in the marketing department.”
So, why is that most [B2C/D2C] CMOs don’t become CEOs – and how can they make it to the top? How can Maya’s fairy-tale rise become a guiding blueprint for the marketers of tomorrow?
