Why CMOs Don’t Become CEOs – and How They Can (Part 10)

Crossing the Chasm

The next three points for the CMO to CEO ascent are:

  • Cultivate Entrepreneurial Mindset: Encourage experimentation and risk-taking, with a safety net.
  • Expand Expertise: Develop a deeper understanding of allied business functions and soft skills, from finance to operations, from technology to HR, from story-telling to negotiations.
  • Build Ecosystem Connects: Actively interface with peers, partners, and suppliers to foster growth, stay ahead of industry trends and understand what others are doing to drive continuous improvement.

The reference to “Crossing the Chasm” comes from a book by Geoffrey Moore. The book explores the challenges high-tech companies face when marketing products to mainstream consumers after initially appealing to early adopters. Moore presents a gap or “chasm” between these two segments and offers strategies to successfully bridge this gap. Key to this transition is focusing on a specific target market, understanding its needs, and tailoring products to serve these needs effectively, thereby facilitating the move from early adopters to a broader mainstream audience.

In our discussion, the chasm is between the two roles of CMO and CEO. As we have seen, few CMOs make the leap to becoming to CEO. So, what can they do?

The first step is, obviously, to deliver a stellar performance as CMO, taking ownership for profitable growth. The next step is for the CMO to ask the CEO and the company board for a larger responsibility: end-to-end control of a business P&L so the CMO can demonstrate leadership capabilities and readiness for the top job.

Cultivate Entrepreneurial Mindset: Running a P&L business requires an entrepreneurial mindset, where the CMO must encourage experimentation and calculated risk-taking within a safe environment. This means empowering team members to explore new ideas, test hypotheses, and learn from failures without fear of repercussions. By fostering an innovation-friendly culture, the CMO can drive agility, creativity, and a growth-oriented mindset throughout the organization. Additionally, the CMO should adopt a test-and-learn approach, continuously iterating and refining strategies based on data-driven insights. This mindset not only promotes a culture of continuous improvement but also demonstrates the CMO’s ability to pivot and adapt to changing market conditions – a vital skill for any successful CEO. [I have discussed many ideas about entrepreneurship both for founders and managers in my book, “Startup to Proficorn.” These two slides point to key ideas in the book.

Expand Expertise: Managing a P&L business requires a holistic understanding of various business functions beyond marketing. The CMO must actively seek opportunities to develop a deeper comprehension of areas such as finance, operations, technology, and human resources. For instance, by working closely with the finance team, the CMO can gain invaluable insights into budgeting, forecasting, and financial analysis – skills that are essential for effective decision-making and resource allocation at the CEO level. Similarly, collaborating with the operations and technology teams can provide the CMO with a better grasp of supply chain management, process optimisation, and the role of technology in driving operational efficiencies. Furthermore, the CMO should hone soft skills such as storytelling, negotiation, and conflict resolution, which are crucial for effective leadership and stakeholder management. Here are some books which can be guides for CMOs in their upward journey:

Build Ecosystem Connects: In today’s interconnected business landscape, success often hinges on the ability to foster strategic partnerships and collaborate with various stakeholders. As a mini-CEO, the CMO should actively interface with peers, partners, and suppliers to understand industry trends and identify growth opportunities. Attending and speaking at events can be a very good learning experience. By engaging with external entities, the CMO can gain valuable insights into best practices, emerging technologies, and innovative approaches adopted by other organisations. This exposure not only broadens the CMO’s perspective but also equips them with the knowledge and networks necessary to navigate complex business ecosystems effectively. Moreover, cultivating strong relationships with internal stakeholders, such as cross-functional teams and executive leadership, is equally crucial. The CMO should position themselves as a unifying force, fostering collaboration and breaking down silos to align the organisation towards a common goal.

CMOs (as CEO-aspirants) can thus use the experience of running a mini-business to showcase their ability to drive growth, navigate complexities, and lead with a comprehensive, strategic approach – essential attributes for any CEO. This is how they can cross the chasm.

Postscript: These essays (written for a course I teach within Netcore) are good additional readings:

Thinks 1220

FT: “‘Humanoid’ robot wave signals change on the production line…Manufacturing is already highly automated, with sensors, software and computer networks monitoring the output, data, pressure and temperature of factory machines and industrial processes. Such connectivity has become essential on sites that are sometimes square miles wide. “In a refinery or petrochemical plant, there can be thousands — if not tens of thousands — of instruments, equipment and valves [needed] to, for instance, manage 250,000 to 500,000 barrels of oil per day and process that into gasoline,” points out Jason Urso, chief technology officer in the software division of Honeywell, a US industrial conglomerate. Within 10 years, more than 80 per cent of manufacturing facilities could be using AI to help run these “control systems” and fix problems with them, he forecasts. If, for example, a machine emits an unusual sound, a factory worker can ask the AI software to analyse that sound, summarise the problems associated with it and recommend remedial action, Urso says.”

WSJ: “People with diabetes have long used devices to monitor their glucose fluctuations. In the past few years, a broader group of people have become interested in doing so to try to optimize their health, obtaining prescriptions for wearable monitors to see how their bodies react to different foods and activities. It’s part of a quest to live healthier for longer, in part by intensely monitoring health metrics, from sleep quality to heart rate. Soon, people without diabetes will be able to buy a monitor without needing to cajole a doctor into prescribing them one. The Food and Drug Administration recently approved the over-the-counter sale of a continuous glucose monitor, also known as a CGM. The devices allow people to continuously monitor their blood sugar levels…A CGM is a small device that you attach to your body, like your arm or stomach. It uses a little needle to measure glucose levels in fluid between the cells. Typically, it delivers readings every few minutes to an app so you can see how foods, exercise and other factors affect your levels. Foods that are high in carbs generally make your blood sugar rise.”

Mint: “Copper is a critical metal, and its consumption is closely associated with economic growth. Its importance has risen in recent years with the focus shifting to renewable energy, electric vehicles (EVs)—electric cars use four times more copper than those powered by petrol or diesel—and related infrastructure development. According to Government of India data, the country’s per capita copper consumption, at 0.6kg, pales in comparison with the world average of 3.2kg. If India has to become a developed nation by 2047, it needs to secure its copper supply…The writing on the wall is clear. If India wants to expand its economy rapidly, it needs to move quickly to fix its copper supply. History is replete with such examples: Europe in the 1700s, the US in the 1900s, Japan in the 1960s and China in the 2000s ensured self-sufficiency in copper as their economies grew at a rapid pace. India cannot become a developed nation any other way.”

FT: “China’s factories already account for about 28 per cent of GDP, compared with a global average of 16 per cent, according to World Bank data. Much of their output has historically been lower-value exports in electronics and machinery. But China is becoming increasingly competitive, and in some cases dominant, across numerous advanced technologies including wind turbines and battery materials. It is fast catching up in computer chips, artificial intelligence and autonomous vehicles and targeting nuclear fusion, quantum computing, hydrogen, spacecraft and biomanufacturing…Beyond China’s shores, many experts and government officials view the prospect of Beijing’s increased reliance on manufacturing for growth as an emerging threat. Comparisons of industrial policy are notoriously difficult. But the Center for Strategic and International Studies describes Chinese state support as “uniquely high”, estimating it at $406bn, or 1.73 per cent of GDP, in 2019. That compares to 0.39 per cent of GDP in the US and 0.5 per cent in Japan.”

Samuel Gregg: “If twenty-first-century classical liberals want to avoid being caricatured as narrow-minded technocrats or sophistic materialists, they could do worse than to follow their intellectual forebears, recasting classical liberalism as a truly civilizational endeavor that pursues the excellence that Smith has in mind. To the extent that classical liberalism today can show that love of the true, the good, and the beautiful can go hand-in-hand with the wealth, liberties, and complexities associated with markets, the power and attraction of its ideas will surely grow.”

Why CMOs Don’t Become CEOs – and How They Can (Part 9)

Maya Method

The first three points for the CMO to CEO playbook are:

  • Become Chef Profits Officer: Think not as CMO, but as CPO. Take ownership for profitable growth.
  • Create Profits Flywheel: Focus on the formula for success: (Hi CLV + Lo CAC)n = Profipoly.
  • Pioneer Market Innovations: Focus on the unsolved problems in marketing and use “first-in-class” breakthroughs to get results and recognition.

Let’s first listen to Maya (as she spoke in The Profipoly Quest: Maya’s Story):

Historically, marketing has undergone three significant evolutions—branding, adtech, and martech—all with a laser focus on growth. However, the oversight has been a lack of emphasis on profitable growth, often relegating financial health to the realms of the CEO and CFO. It’s time for a paradigm shift. Envision ‘profipoly’ as the fourth wave in marketing, a strategic pivot that aims to make marketing the rainmaker for profits. We will amplify our profit margins by over 1000 basis points. We will do this by growing our revenues by 50% and transitioning from a state of breakeven (profitless) to one of robust profitability (profitable) and, ultimately, to achieving a monopolistic share of profits in our sector (profipoly).

… Remember these words by Fred Reichheld: “There is only one way to grow a business profitably. You make sure your customers are treated so well that they come back for more and bring their friends.”

… As of today, my role as the Chief Marketing Officer…comes to an end. From this moment forward, consider me the Chief Profits Officer.

These are words all CMO needs to tell their respective teams. Marketing should not just be about growth, but profitable growth. This presents a great opportunity for CMOs because there is no one in the organisation who has a laser-like focus on profits. A CEO has too many tasks to worry about, while for a CFO, profits equate to cost-cutting. Marketing is thus the only function which can blend the best of both worlds: growth with profits. Positioning as the “Chief Profits Officer” for the business is the “blue ocean” opportunity for CMOs – there will be no internal competition!

The next step needs to work on creating a profits flywheel. Today’s reality is very different. As I wrote in The Profipoly Quest: “Marketers find themselves trapped between the business objective of rapid growth and the reality of attention recession and funnel frictions with existing customers. The only logical solution: open the spigot even wider for new acquisitions. Result: a vicious cycle of higher CAC, lower CLV, and elusive profits.”

What did Maya do? She distilled the profit killers into three buckets: marketing waste, funnel friction, and poor data. As she explained, “These issues have been eroding our CLV while unnecessarily elevating our Customer Acquisition Costs (CAC), directly impacting our bottom line.” CMOs need to unlearn and learn – the way Maya did. New frameworks and vocabulary need to underpin the new martech ideas. The big insight: “To solve CAC, [Maya and her team] needed to think about CLV – this itself was big shift in the frame of reference. Maya then introduced the three breakthroughs: Martech 2.0 Unistack, Channels 2.0, and Progency Partnership.”

Maya added: “The BR (Best and Rest customers) team has embraced the Martech 2.0 Unistack, transforming our engagement methods and redefining personalisation. The TL (Test and Left customers) team, you’ve reimagined Email 2.0 as a reactivation tool, shifting the paradigm from acquisition to meaningful re-engagement. And the NG (Next and Guest customers) team, your strategies to leverage zero-party data and first-touch hotlines have set the stage for a new era of customer interaction.”

Maya’s methodology needs to be replicated by every CMO in their quest to become a profipoly. This is table stakes in the CMO’s own journey to becoming a CEO. These are the results that a CMO needs to deliver over a span of two years:

With this performance, the CMO is ready to ask for more responsibility – complete responsibility for a P&L.

Thinks 1219

FT: “The Age of Revolutions is breathtakingly ambitious. The book, in the author’s words, chronicles the “ceaseless action and reaction, progress and backlash” that has been endemic to the modern age. That [Fareed] Zakaria avoids pat remedies to populism today is a virtue; one of liberalism’s qualities is an aversion to sloganeering. Zakaria dates the birth of the liberal nation state to the 16th-century Netherlands, which is where his book begins. He ends 325 pages later with liberal democracy today facing mortal threats from within and without. From the inside, the system is threatened by those who see themselves to be its victims. From the outside, it faces challenges posed by the “rise of the rest” (another Zakaria coinage) — most potently from autocratic China and Russia.”

Stephan Gans of Pepsico: “In our business, the drivers of competitive advantage used to be related to physical scale. But those advantages have melted away—not entirely, of course, but competitive advantage no longer rests on physical scale the way it once did. Today, competitive advantage is about who has the most data, and who can leverage it the best for increased consumer understanding and better commercial decision-making. Likewise, marketing used to be a very linear, sequential set of processes. And in that world, consumer insights could afford to be both a testing and a measurement function—testing ads and getting feedback, measuring what’s working, and creating reports. Today, of course, marketing is far more digitalized and data-driven—a real-time sport. Therefore, consumer insights must become a real-time sport as well. We need to stop thinking about testing, and we need to start thinking about learning. We can’t afford a culture of going from one test to another; we need a continuous-learning loop—based on behavioral data—that’s part of the commercial decision-making process.”

Economist on The Trade Desk: “What could induce consumers to surrender their email addresses or phone numbers and invite a non-Google advertising onslaught? Mr Green says streaming platforms like Netflix and Spotify provide an answer. They offer ad-supported tiers in exchange for cheaper subscriptions, which many viewers have flocked to. The IDs used to sign in to those services promote the sort of personalisation for which advertisers pay high prices. That can mean the streamers show fewer, more targeted ads. He hopes that as such multi-tiered mixes of subscriptions and ads become more common, consumers will consent to having their anonymised identifiers distributed across the parts of the internet outside the tech giants’ domains. This, Mr Green adds with his missionary hat back on, could offer a lifeline to struggling web publishers whose business models currently rely on those giants’ whims.”

The Generalist has advice for founders: “Raise on story or metrics – not both. Focus your fundraise on either a galvanizing narrative or your strong numbers. If you try to tell both stories simultaneously, you may end up with a vaguer and less compelling pitch. Choose one or the other based on the state of your business. If you don’t have great numbers yet, focus on the story of the market opportunity. If there’s less conviction in the overall market, lean into your stellar metrics.” And: “You only need a few yeses. Rejection is an inevitable part of fundraising. Even the hottest companies are unlikely to be a fit for everyone. When you’re in the midst of a tough raise, it’s worth remembering that you only need a couple of yeses to close a round. The process is about finding those true believers as efficiently as you can.”

Martin Wolf: “Today’s fascism is different from that of the past. But this does not mean the notion is meaningless. In his essay, [Umberto] Eco describes a number of characteristics of “Ur-Fascism — or Eternal Fascism”. One feature is the cult of tradition. Fascists worship the past. The corollary is that they reject the modern. “The Enlightenment, the Age of Reason,” Eco writes, “is seen as the beginning of modern depravity. In this sense Ur-Fascism can be defined as irrationalism.” Another feature is the cult of action for action’s sake, from which flows a further one: hostility to analytical criticism. And it follows from this that “Ur-Fascism . . . seeks for consensus by exploiting and exacerbating the natural fear of difference . . . Thus Ur-Fascism is racist by definition.” Another aspect is that “Ur-Fascism derives from individual or social frustration. That is why one of the most typical features of the historical fascism was the appeal to a frustrated middle class”. Ur-Fascism binds the supporters it recruits from the ranks of the disaffected middle class through nationalism. Those followers, Eco adds, “must feel humiliated by the ostentatious wealth and force of their enemies”. For Ur-Fascism, moreover, “there is no struggle for life but, rather, life is lived for struggle”.”

Why CMOs Don’t Become CEOs – and How They Can (Part 8)

Advice – 4

Before we go to my roadmap for CMOs, let’s summarise the advice that was aggregated so far. I asked Claude to do so.

  1. Broaden Expertise Beyond Marketing: Gain experience in areas such as operations, finance, strategy, and general management to develop a well-rounded business acumen and leadership perspective.
  2. Develop Financial Acumen: Strengthen financial skills, such as budgeting, financial analysis, and understanding of financial statements, to demonstrate the ability to drive and measure business results.
  3. Build Cross-Functional Leadership: Take on cross-functional projects and roles that allow you to work closely with other departments, develop relationships, and showcase your ability to lead across the organization.
  4. Cultivate Industry Respect and Thought Leadership: Contribute to industry panels, trade groups, and forums to establish yourself as a respected thought leader in marketing and business.
  5. Foster Strategic Alignment and Commercial Mindset: Align marketing initiatives with the company’s overall business objectives, demonstrating a strategic and commercial mindset focused on driving growth and profitability.
  6. Seek Mentorship and Networking Opportunities: Find mentors who are CEOs or in general management roles, and actively network with board members and executives to understand board dynamics and the recruitment process.
  7. Embrace a Growth Mindset and Customer-Centric Approach: Advocate for a customer-centric approach across the organization, showcasing the ability to drive growth through understanding customer needs and leveraging data and insights.

My Advice

Here is a structured 4-year, 7-point plan for a CMO wanting to be CEO. The initial focus should be on delivering outstanding results in the CMO role to drive profitable growth. Then, the CEO-aspirant should try and spend two years managing a mini-business P&L, to widen one’s own horizons and demonstrate leadership potential. The aspiring CEO should also create a forward-looking strategy for the business. Here is my 7-point action plan:

  • Become Chief Profits Officer: Think not as CMO, but as CPO. Take ownership for profitable growth.
  • Create Profits Flywheel: Focus on the formula for success: (Hi CLV + Lo CAC)n = Profipoly.
  • Pioneer Market Innovations: Focus on the unsolved problems in marketing and use “first-in-class” breakthroughs to get results and recognition.
  • Cultivate Entrepreneurial Mindset: Encourage experimentation and risk-taking, with a safety net.
  • Expand Expertise: Develop a deeper understanding of allied business functions and soft skills, from finance to operations, from technology to HR, from story-telling to negotiations.
  • Build Ecosystem Connects: Actively interface with peers, partners, and suppliers to foster growth, stay ahead of industry trends and understand what others are doing to drive continuous improvement.
  • Prepare Future Agenda: Imagine tomorrow’s world and opportunities which disruptions will bring.

The first three, which I term as the “Maya Method” are for the CMO role to lay the foundation. The next three, which I call “Crossing the Chasm” are for the mini-CEO position to serve as a bridge to the corner office. Finally, the “Next Chapter” is in readiness for the top position. Let’s discuss each of these.

Thinks 1218

Ruchir Sharma: “Emerging world powerhouses such as India and Indonesia weathered the turbulence of recent years in solid shape and are widely recognised for their success. Now many of the emerging world’s most troubled economies are reforming their way towards recovery as well, and markets are starting to reward them for it. They include most prominently Turkey, Argentina, Egypt, Nigeria and Kenya, and they carry some weight. All five of these reforming countries are in the 40 largest emerging economies, so their turn for the better is reinforcing the global economic recovery as well. Battered by high inflation, debt and deficits, their foreign exchange coffers were emptying when global interest rates rose sharply in 2022. As higher borrowing costs drove their debts deeper into distress, they had no choice but to change. Their leaders — who in Argentina, Kenya and Nigeria were newly elected with a mandate for reform — don’t quite say so out loud, but their plans came straight from the pages of the old and much-maligned Washington consensus. Budget discipline and heeding market forces are the only policy choices that work when a nation runs out of money. The five reforming nations are still widely under-appreciated.”

WaPo: “When our adult children face problems, parents usually know how to handle it. But inserting ourselves doesn’t always help. If you find yourself answering questions that haven’t been asked, consider this piece of wisdom from my youngest: “I don’t need you to fix this, Mom. I just need you to listen.” Isn’t that the goal? Kids should grow up and learn to fix their own problems. But isn’t it wonderful if, in addition to their autonomy, they still want to talk with us? That sounds like success to me.”

The Verge: “Bluesky…finds itself in the middle of one of the most chaotic moments in the history of social media. There are a lot of companies and ideas competing for space on the post-Twitter internet, and Jay makes a convincing argument that decentralization — the idea that you should be able to take your username and following to different servers as you wish — is the future. It’s a powerful concept that’s been kicking around for a long time, but now it feels closer to reality than ever before…Bluesky’s approach to this is something called the AT Protocol, which powers Bluesky’s own platform but which is also a technology that anyone can use right now to host their own servers and, eventually, interoperate with a bunch of other networks.” Jay Graber: “Federation is the future of social media.”

Akash Prakash: “Whatever may have happened in the past, these institutions, banks and funds now need to regain their risk appetite. Credit has to flow across the market capitalisation spectrum and at appropriate pricing. Today, we have the unfortunate situation where equity is available but not debt for many projects and groups. This has to change if we wish to see a surge in private capex. The big groups can self fund from cash flows but most others cannot. Many projects need debt to bring the cost of capital down. Overseas borrowings are also no longer an option, given the current high costs. If we wish to kickstart private capex, we need to ensure that debt is available to all actors at a reasonable risk-adjusted cost. Investors, regulators and the management teams of lenders, all have to play their part to ensure that risk is not a bad word for debt. Robust equity markets are on their own not enough. The debt markets have to also be open to all. The baggage of the last decade of poor credit decisions cannot be allowed to stifle a private capex cycle. Both bank investors and mutual fund unit-holders must cultivate tolerance for credit risk without assuming the worst in terms of motives. Our future growth depends on it.”

Arnold Kling: “The ultimate test of whether there has been progress is to ask the question of whether you would be willing to live in some earlier time. If you go back 50 years in terms of health care, you can certainly save a lot of money. But you probably would not make that choice.”

Why CMOs Don’t Become CEOs – and How They Can (Part 7)

Advice – 3

Thomas Barta writes in an article on Forbes about how to fix C-suite alignment for CMOs:

  • Being the company’s best analyst. Before alignment comes understanding. In publicly traded companies, the CEO agenda is partly out in the open. Getting ahold of analyst reports is a good way to understand what matters at the top. When no external reports exist, getting hold of the CEO agenda may involve more lunches with C-suite executives. By adding further internal insights every CMO should quickly be able to grasp the full top-agenda.
  • Making the case for customers—not for marketing. There’s more to alignment than the big picture. Subtleties matter. When should a project go on the agenda? When is the right time to stop asking for more funds (or even to return them)? Which agenda should be pushed during a board meeting? Which battle is not worth fighting? Fully aligned CMO get these subtleties right.

An article in Wall Street Journal discusses how CMOs can get on boards and become CEOs.

[Marketers’] ability to build brands, understand customers’ needs and get digital operations rolling in the teeth of societal crosscurrents can offer deep value to a board, [said Ayana Parsons.] Those interested are advised to take part in board-readiness programs, and make more appearances in front of their own boards. But they should also spend as much time networking with directors to understand how recruitment works and what it takes, Ms. Parsons said.

…Chief marketers also need to show they are respected within their own industry, particularly by other CMOs, said Lynne Biggar…“That doesn’t mean winning loads of awards,” she said. “It means, are you showing up as a person that’s trying to make the practice better? Are you contributing to industry panels and trade groups? Do you have that legacy of service, can you think broader than your current role?”

… Chief marketing officers are also well-positioned to take on the top job of chief executive—provided they understand the marketing role is to demonstrably make the company more money. That’s according to Kristin Lemkau.

“Don’t accept that CMO is your ceiling,” Ms. Lemkau said. “Raise your hand, ask for the next thing, and say, ‘Why not me?’”

A good working relationship with the CEO can also make a big difference. McKinsey writes about how to build the CEO-CMO relationship to drive outsize growth: “We found that the relationship between CEOs and CMOs, particularly how they jointly defined marketing’s role and remit to shape growth strategy, was highly correlated to their companies’ performance. CEOs who place marketing at the core of their growth strategy are twice as likely to have greater than 5 percent annual growth compared with their peers… By developing a clearly defined C-level growth role that has marketing at its center, building conviction in modern marketing methodologies, and measuring what matters, CEOs can reinvigorate their relationships with marketers.”

Finally, here is ChatGPT:

  1. Demonstrate Financial Acumen: CMOs should show they can connect marketing initiatives directly to the company’s bottom line, highlighting measurable outcomes and ROI improvements.
  2. Broaden Business Expertise: Gain experience beyond marketing, understanding operations, finance, and strategy to offer a well-rounded leadership perspective.
  3. Build Industry Respect: Establish yourself as a thought leader, contributing to industry panels and groups, showcasing a commitment to advancing the marketing field.
  4. Network Strategically: Engage with board members and executives to understand board dynamics and the recruitment process, emphasizing the unique value marketing brings.
  5. Seek Mentorship and Opportunities: Don’t view the CMO role as the peak; actively pursue growth opportunities and seek guidance from mentors to navigate the path to CEO.

Next, I will offer my action plan for CMOs wanting to make the leap to CEO.

Thinks 1217

FT: “Artificial intelligence is the main driver for investor interest now, says Luciana Lixandru, a partner at US venture capital giant Sequoia Capital. “We’re seeing a lot of companies being created, thanks to everything that’s happening in AI, with products that couldn’t have existed three or four years ago,” she says. AI’s impact is expected to be felt beyond technology-focused sectors, too. “In every industry, there will be disruption through tech and especially with AI — even in the construction sector,” says Christian Meermann, an investor and founder of Berlin-based venture capital fund Cherry Ventures. AI technology has already been applied to sectors from agriculture to transport, and experts say its magnifying effects are only set to intensify.”

Mihir Sharma: “As Shankar Acharya pointed out recently on these pages, India needs to grow at least eight per cent quarter after quarter, year after year, for 25 years to become a high-income economy. This has been achieved by several countries in the past. But in each case, there were identifiable sources for this growth — expansion of the workforce by including women, increases in labour-intensive export, and rapid foreign investment-led industrialisation. India has none of these. It seems to be depending mainly at this point on domestic demand-led growth. Yet consumer demand is simply not reliable. Nor is it broad-based. And, finally, no country has grown to wealth simply by using domestic demand.”

Economist: “This is what a whole range of AIs are now doing in the world of biomedicine and, specifically, drug research: making suggestions about the way the world is that scientists could or would not come up with on their own. Trained to find patterns that extend across large bodies of disparate data, AI systems can discover relationships within those data that have implications for human biology and disease. Presented with new data they can use those patterns of implication to produce new hypotheses which can then be tested. The ability of AI to generate new ideas provides users with insights that can help to identify drug targets and to predict the behaviour of novel compounds, sometimes never previously imagined, that might act as drugs. It is also being used to find new applications for old drugs, to predict the side effects of new drugs, and to find ways of telling those patients whom a drug might help from those it might harm.” More: “Today’s health systems are heavily constrained by the scarcity of workers and knowledge. Artificial intelligence can provide significant support on both fronts; it may be the case that it can offer transformational amounts of it. Would such transformation mean that, by 2100, all diseases will be prevented, cured or managed? Not in itself. But it is making that apparently hubristic goal look more likely. Discussions of the impact of AI are larded with fear and unease, sometimes appropriately. What it offers for health all around the world represents a radical potential for good.”

FT: “Influencer marketing agencies in Europe are booming as brands shift their advertising spend from traditional media to social networks. And the financial impact is already apparent in their revenues, as the ‘creator economy’ responds to the way consumers use online platforms — such as Instagram, YouTube and TikTok — to inform their shopping choices. The whole content creator sector is now expected to roughly double in size by 2027, to be worth nearly half a trillion dollars, according to estimates from Goldman Sachs. “The market has evolved, we are way more professional as an industry, and the return on investment when influencer marketing is done right is incredible,” says Thomas Angerer, co-founder of BeInfluence.”

Why CMOs Don’t Become CEOs – and How They Can (Part 6)

Advice – 2

Nick Reynolds writes about the changes required from both the CMO and company boards

  1. CMOs need to broaden their skills outside of marketing into sales, operations, product, and strategy. ‘Pure marketing’ experienced CMOs need to move beyond marketing to be considered as a potential CEO.
  2. Corporate boards need to ensure that CEOs have strong digital skills and be able to navigate new online opportunities. This is especially important as AI, voice recognition and automation impacts the customer interaction and sales experience.
  3. To bring a growth mindset to life, boards should look to CMOs as being most capable to navigate digital disruption and capture growth through new online business models. This means hiring progressive CEOs, not traditionally styled CEOs. Traditional business models no longer ensure success.
  4. Marketing needs to change its image from the ‘MADMEN’ stereotype of marketing as a discrete function, into a broad capability empowered to widely act and create impact across the entire business, responsible for all customer touch-points in the customer journey online and offline.

Marketing Week has these recommendations:

  • Own your customer: “Without seizing ownership of the end-to-end consumer experience and customer journey, a marketer’s ability to get on boards is limited, says …Andreas Athanassopoulos. “Many marketers make a mistake. They talk too much, too frequently and for too long with advertising agencies. And then they think, act and behave as if they were the long hand of the advertising agency within the company,” [he] argues.
  • Build a holistic view of the business: [Athanassopoulos says,] “Successful marketing nowadays is not vertical marketing, it is horizontal marketing. [Vertical] marketing will never generate CEOs. Horizontal marketing generates CEOs.”
  • Learn how to lead: ““Really the theme of this is that you build the capability around you, you really build strong teams…Being a leader is setting the vision and setting the direction, but doing it through others,” says [Katherine] Tulpa.
  • Turn a crisis into an opportunity: ““If you want to position yourself for the future, participate in difficult projects. Now that there is crisis, there will be difficult and risky projects. Often people are risk averse for various reasons, but if you are risk averse at the moment of truth for your company, don’t expect to be first in line when promotions come forward,” says Athanassopoulos.”

Lena Petersen writes:

  • Embrace growth: Marketers must embrace their ability to affect the bottom line vocally and tout this power throughout their organizations, for it’s not just theoretical.
  • Take responsibility: CMOs should optimize holistically across every consumer touchpoint, especially those they do not directly control. This might include websites or apps, customer service, and merchant/trade partnerships, building a 360 vision to measure the impact of activities and offset costs appropriately vs. focusing on the ownership remit.
  • Be the customer – and tout the value of the customer: CMOs need to think about how they can leverage the voice of the customer – through data and insights – in every meeting and conversation with the CEO and the board. Even when delivering news they may not want to hear.
  • Speak CFO and CEO: [Modern CMOs] may not necessarily be experts in EBITDA, but the more they speak the same language as their CFO and CEO, the more they can position marketing as a growth driver.

Joellyn Ferguson writes:

  • Become an ally to your CFO
  • Increase your visibility, inside and outside the company.
  • Think like the chairman (or woman)
  • Take on non-marketing leadership roles

Thinks 1216

Indian Express: “Advertising in India is changing the way we think with a visible shift in the narrative from sales-driven messaging to stories around common people…Advertising is about talking to everybody from six to 60. As the guru David Ogilvy had said, “Golden rewards await the advertiser who has the brains to create a coherent image.” In the end, emotion is the only constant.”

ET: “Indian entrepreneurs who are hosting podcasts, video or audio shows in digital format…These shows feature in-depth discussions on industry topics or solo introspections, but they shy away from probing questions. Instead, these entrepreneur-led podcasts take many other forms such as personal branding exercise and indirect advertisements for their companies as well as for their talk show guests. A marketing expert, who has worked with a unicorn founder on their podcast, points to two factors behind this chat show zeal. “Capital is scarce. It goes to people with high visibility. Also, while it takes crores of rupees to pull off traditional advertising, podcasts are low-cost with a massive impact because they work as content,” he says, requesting anonymity.”

FT: “Central heating was the cornerstone of a wider transformation in British quality of life. Starting in the late 1960s, government funding in the form of “home improvement grants” also helped with bringing toilets indoors, installing hot water and, in more extreme cases of disrepair, refitting entire properties. Our appetite for heat kept growing: in 1970, the average internal temperature in Britain was 12C, according to UK government statistics; by 2010, it had reached 16.9C. This was more than a change in temperature — it was a wholesale redesign of the cultural and social life of the interior. Central heating, alongside insulation and double glazing, made it more practical to knock through walls and create open living areas. It made the kitchen the main social space, and meant that we could spend more time in bedrooms.”

Peter Coy: “Comparative advantage is real, but it won’t stop A.I. from taking over everything if it’s better at everything and computing keeps getting cheaper, Restrepo said. We can still work, but by working, we are at best saving the A.I. some computational resources. When we apply our puny brains to a problem for an hour, we’re sparing the A.I. from having to spend a split second on it, enabling the A.I. — like Martha Stewart — to spend that split second on what it does best, which is generating enormous amounts of value from things we can only distantly perceive today. The owners of A.I. will happily pay us for that service. The payment we get in terms of goods and services could look quite large by today’s standards. But it would be tiny compared with the overall wealth in society, most of which would be created by A.I., Restrepo said. So, people wouldn’t need jobs. Work would cease to be central to our lives. The bright side? If the gains are shared widely (not a certainty), we’re talking about a future of unimaginable luxury for all.”

WSJ: “AI is starting to lower farmers’ production costs and will in turn lower what consumers pay. Farmers have had to spread fertilizer almost indiscriminately across their land with large converted tractors. The result is that farmers waste 40% to 80% of the fertilizer they use, not being able to determine where exactly a plant can reach the nutrients or where on a field the next rain is likely to wash away fertilizer. With AI, that number will drop toward zero. Farmers will soon be able to use AI and satellite data to identify the exact fertilizer needs of their farms with a square-meter level of specificity. Farmers will be able to give crops only what they need and no more. That same sort of data analysis will let farmers save on other costs. Water is rapidly becoming a scarce resource, particularly in the American West, but AI can also tell farmers exactly when and where to water their crops so they don’t waste a drop, with those savings flowing to consumers.”