How Influential CMOs Turn Their Personal Brands Into Big Ideas
“Influence” has become the marketing focus du jour, right up there with attribution, ROMI and digital transformation. In fact, influence has been touted as ‘a key success metric for a new era of CMOs’ and the “new KPI” . And perhaps rightly so. For years, Forbes has put out an annual report in conjunction with social giant LinkedIn, ranking the World’s 50 Most Influential CMOs. A scan of the latest list shows that these hyper-influential CMOs are able to use their personal brand to drive big ideas and shape the thinking of their industries.
Outsized personal influence brings personal benefits as well, beyond enabling bigger enterprise initiatives: in a world where CMOs face short — and shortening — tenures, a portable personal brand helps insure that even if they live up to the rapid turnover of their peer group, they’ll be set up all the better for their next gig.
These rankings of influencer-CMOs certainly highlight their advantages in delivering on bold initiatives and earning the rewards that come with them. What the reports do not call out as clearly, however, is the subtle but crucial synergy between these individuals’ influence and their ability to generate those big ideas .
The secret to both leveraging influence and creating increasingly successful marketing strategies — and the reason why too many CMOs succeed at neither — lies in a virtuous cycle that requires a judicious and simultaneous pursuit of both influence and marketing impact. Focusing on personal influence alone becomes naked self-aggrandizement; focusing on the work alone means foregoing the value that an influence network can bring to the quality and impact of your thinking.
This, in my experience, is how this cycle works:
Read the full text of my article on Forbes.
Marketing strategies to help your team get inspired to make bold moves. Join me.