{"id":13507,"date":"2025-08-13T19:31:48","date_gmt":"2025-08-13T19:31:48","guid":{"rendered":"https:\/\/preview.prophet.com\/?p=13507"},"modified":"2025-09-05T16:42:20","modified_gmt":"2025-09-05T16:42:20","slug":"a-guide-for-new-cmos","status":"publish","type":"post","link":"https:\/\/prophet.com\/2025\/08\/a-guide-for-new-cmos\/","title":{"rendered":"A Guide for New CMOs"},"content":{"rendered":"\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:140px\">\n<p class=\"h5 has-text-color\" style=\"color:#22ffab\"><strong>BLOG<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<h1 class=\"wp-block-heading h2\" id=\"h-a-guide-for-new-cmos\">A Guide for New CMOs<\/h1>\n\n\n\n<p>For a crash course in what to do first, plan your listening tour and ask the right questions.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-white\" style=\"background-color: #ffffff;color: #0a0a0a;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:140px\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<p>Are you in a new role as chief marketer, or perhaps new to your category? This simple guide offers straightforward ideas and insights that can help you succeed.<\/p>\n\n\n\n<p>To start, think about what you need to do in your first 100 days. It is important to consider:<\/p>\n\n\n\n<ul class=\"wp-block-list disc\">\n<li>Do I need to develop a transformation agenda?<\/li>\n\n\n\n<li>Can I create a more compelling go-to-market strategy?<\/li>\n\n\n\n<li>How can I make our brand more relevant to customers?<\/li>\n\n\n\n<li>Are there foundational tools to put in place, such as a documented customer journey or a marketing plan?<\/li>\n\n\n\n<li>How does marketing support the organization\u2019s business strategy?<\/li>\n<\/ul>\n\n\n\n<p>Given the rapid change in marketing and the greater need to prove immediate impact, we help new CMOs flex the most impactful levers including content, data and digital marketing, as well as reimagine their marketing organization for the modern era of growth engine marketing.<\/p>\n\n\n\n<p>Here\u2019s a quick guide of what to ask, what to do and where to look in the first 100 days.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-to-ask\">What to Ask<\/h2>\n\n\n\n<p>Asking the right questions up front can help craft the right agenda, identify potential initiatives and create an actionable roadmap. Below are six questions you should explore with your team, colleagues, and agency partners.<\/p>\n\n\n\n<ol class=\"wp-block-list decimal\">\n<li><a href=\"https:\/\/relevantbrands-2023.prophet.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">How relevant is\/are your <strong>brand<\/strong>(s)<\/a> to your most important customers and stakeholders? How relentlessly focused on the customer are insights, strategies and tactics?<\/li>\n\n\n\n<li>Is the marketing <strong>strategy<\/strong> aligned to the business strategy? What is marketing\u2019s contribution to the enterprise? How do the rest of the C-suite and the board see marketing\u2019s role?<\/li>\n\n\n\n<li>Are <strong>brand and demand<\/strong> priorities clear and <a href=\"https:\/\/prophet.com\/2024\/10\/download-brand-and-demand-marketings-great-love-story\/\" target=\"_blank\" rel=\"noreferrer noopener\">integrated<\/a>\u2014or in competition and at odds? Is there a portfolio marketing strategy in place or is the strategy purely product-focused?<\/li>\n\n\n\n<li>How are you going to engage and empower the <strong>sales, communications and product<\/strong> teams? Is there a shared end-to-end customer journey? What culture of collaboration exists or doesn\u2019t exist?<\/li>\n\n\n\n<li>What is the <strong>maturity<\/strong> level within the marketing organization for key digital capabilities such as customer data, content, personalization and attribution?<\/li>\n\n\n\n<li>Is your marketing team <strong>organized<\/strong> in the most efficient way possible and around your business priorities? How might you set up your <strong>operating<\/strong> model? How can AI tools and agents help?<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-to-do\">What to Do<\/h2>\n\n\n\n<p>Here are some recommended actions passed on from other leaders, proven to get you on solid footing and off to a smart start.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-schedule-your-listening-tour\">1. Schedule your listening tour<\/h3>\n\n\n\n<p>Meet with your direct reports and colleagues across the organization, and ask these questions: What do you want me to create? What do you need me to protect? What do you need me to prioritize? Be sure to share back the results and your plan.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-create-these-cmo-assets\">2. Create these CMO assets<\/h3>\n\n\n\n<ul class=\"wp-block-list disc\">\n<li><em>Introduce Yourself Presentation:<\/em> Prepare a \u201ctop 10 list\u201d presentation that addresses these questions: Who are you? Why are you here? What kind of change initiative are you leading? What do you believe about marketing? What do you value? How do you like to work with others? What are your top priorities? What are key milestones for your first six months? What do you expect from your team? What can they expect from you?<\/li>\n\n\n\n<li><em>Vision, Agenda and Roadmap<\/em>: These are often created in a workshop over a few weeks with a suite of collaborations They should include a description in which the brand can fulfill the business potential, and the springboards, or starting places, that exist now. One key artifact to create is a dashboard to help track progress.<\/li>\n\n\n\n<li><em>Growth Era Marketing Plan<\/em>: This plan is a modern replacement for the integrated marketing plan and has many of the conventional elements updated for marketing\u2019s new role as a growth engine for the enterprise. Topics include business vision, opportunities, strategies and tactics, customer data strategy, calendar, investment, and key enablers (e.g. content, technology, people, partners).<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-work-in-outcomes\">3. Work in outcomes<\/h3>\n\n\n\n<p>Translate your priority initiatives from marketing objectives to business impact. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list disc\">\n<li><em>Reducing cost:<\/em> Investing in a content strategy that leads to search engine optimization will, for the business, reduce the cost of digital marketing that may need to be done.<\/li>\n\n\n\n<li><em>Increasing revenue:<\/em> Engaging in brand and marketing campaigns that increase customer loyalty can, for the business, increase the share of wallet and customer lifetime value.<\/li>\n\n\n\n<li><em>Improving efficiency:<\/em> Improving digital experiences can be a reason for a prospective client to work with you, therefore improving the volume of incoming leads, lead quality, conversion rates and retention.<\/li>\n\n\n\n<li><em>Product innovation:<\/em> Customer insights gleaned from marketing activities and shared with product management can optimize product performance and uncover new opportunities.<\/li>\n<\/ul>\n\n\n\n<p>Ask your teams to quantify and report their work against broader business impact, not only marketing KPIs. A dashboard that integrates marketing KPIs and business performance can help sustain that conversation and connection.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote h3 is-style-default is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWhen asked business questions (e.g. what have you delivered for the business?), don\u2019t give marketing answers (e.g. NPS).\u201d<\/p>\n<cite>Raja Rajamannar, Chief Marketing &amp; Communications Officer, Mastercard<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-where-to-look\">Where to Look<\/h2>\n\n\n\n<p>Prophet helps new and tenured CMOs set an agenda and transform their marketing inside and out. Talk to Scott Davis, Mat Zucker, Marisa Mulvihill, Kate Price, Alex Whittaker and our brand and marketing strategy teams. Here are some additional resources which might be helpful:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-books\">Books<\/h3>\n\n\n\n<ul class=\"wp-block-list disc\">\n<li><em>Diary of a First-Time CMO, <\/em>Alice de Courcy (2023)<\/li>\n\n\n\n<li><em>The Next CMO: A Guide to Marketing Operational Excellence, <\/em>Peter Mahoney, Scott Todaro and Dan Faulkner (2020)<\/li>\n\n\n\n<li><em>Lies, Damned Lies and Marketing<\/em><em>: Separating Fact from Fiction and Drive Growth<\/em>, Atul Minocha (2021)<\/li>\n\n\n\n<li><em>Chief Marketing Officers at Work<\/em>, Josh Steimle (2016)<\/li>\n\n\n\n<li><em>CMO Manifesto<\/em>, John Ellett (2012)<\/li>\n\n\n\n<li><em>Owning Game-Changing Sub-Categories<\/em>, David Aaker (2020)<\/li>\n\n\n\n<li><em>Creating Signature Stories<\/em>, David Aaker (2018)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-articles-amp-speeches\">Articles &amp; Speeches<\/h3>\n\n\n\n<ul class=\"wp-block-list disc\">\n<li>\u201c<a href=\"https:\/\/prophet.com\/2025\/05\/seven-growth-moves-for-marketers-in-uncommon-times\/\" target=\"_blank\" rel=\"noreferrer noopener\">Seven Growth Moves for Marketers in Uncommon Times<\/a>\u201d (Scott Davis, Marisa Mulvihill, Davis Weidman) <\/li>\n\n\n\n<li>\u201c<a href=\"https:\/\/www.mediapost.com\/publications\/article\/408012\/so-you-want-to-be-cmo-learn-to-embrace-paradox.html\" target=\"_blank\" rel=\"noreferrer noopener\">So You Want To Be CMO? Learn to Embrace Paradox<\/a>\u201d (Mat Zucker in MediaPost) <\/li>\n\n\n\n<li>\u201c<a href=\"https:\/\/prophet.com\/2025\/04\/how-to-build-a-resilient-marketing-strategy-with-scenario-planning\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Build a Resilient Marketing Strategy with Scenario Planning<\/a>\u201d (Mat Zucker, Monica El-Hassan) <\/li>\n\n\n\n<li><em><a href=\"https:\/\/www.spencerstuart.com\/research-and-insight\/cmo-tenure-study-2025-the-evolution-of-marketing-leadership\" target=\"_blank\" rel=\"noreferrer noopener\">CMO Tenure Report 2025: The Evolution of Marketing Leadership<\/a><\/em> (Spencer Stuart) <\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/youtu.be\/wHXiTx5D5KI?si=ZpecnudqsxiotrGB\" target=\"_blank\" rel=\"noreferrer noopener\">5 Lessons Every First-Time CMO Should Know<\/a>&#8221; (Alice De Courcy of Cognism) <\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-podcasts\">Podcasts<\/h3>\n\n\n\n<ul class=\"wp-block-list disc\">\n<li><a href=\"https:\/\/www.adweek.com\/podcasts\/marketing-vanguard\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Vanguard<\/a> (Adweek) <\/li>\n\n\n\n<li><a href=\"https:\/\/www.jimstengel.com\/the-cmo-podcast\" target=\"_blank\" rel=\"noreferrer noopener\">The CMO Podcast<\/a> (Jim Stengel) <\/li>\n\n\n\n<li><a href=\"https:\/\/bettercmos.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Building Better CMOs<\/a> (MMA Global) <\/li>\n\n\n\n<li><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/cmo-moves\/id1336484262\" target=\"_blank\" rel=\"noreferrer noopener\">CMO Moves<\/a> (Adweek)<\/li>\n\n\n\n<li><a href=\"https:\/\/www.rising-podcast.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rising: Conversations With Leaders On The Way Up<\/a> (Prophet and Direct Agents)<\/li>\n\n\n\n<li><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/behind-the-numbers-an-emarketer-podcast\/id1113097936\" target=\"_blank\" rel=\"noreferrer noopener\">Behind the Numbers<\/a> (eMarketer)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-communities-nbsp\">Communities&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list disc\">\n<li><a href=\"http:\/\/CMO Council\" target=\"_blank\" rel=\"noreferrer noopener\">CMO Council <\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/club-cmo.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Club CMO<\/a> <\/li>\n\n\n\n<li><a href=\"https:\/\/cmohuddles.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">CMO Huddles (B2B, mid-market) <\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.cmoalliance.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">CMO Alliance <\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.ana.net\/content\/show\/id\/globalcmo-leadership\" target=\"_blank\" rel=\"noreferrer noopener\">Global CMO Growth Council (ANA) <\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.exitfive.com\/marketing-leaders-club\" target=\"_blank\" rel=\"noreferrer noopener\">Exit Five Marketing Leaders Club (B2B) <\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/thenextcmo.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Next CMO <\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.ortusclub.com\/cmo-chats\" target=\"_blank\" rel=\"noreferrer noopener\">Ortus CMO Chats <\/a><\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<hr class=\"wp-block-separator has-css-opacity\" \/>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<div id=\"sidebar-block_74f1b91f4932ab301cba5a4812c7c85c\" class=\"thinking-sidebar-wrapper\">\n\n    \n    \n        \n            <div class=\"author-block\">\n                                <h3 class=\"title\">Featured Experts<\/h3>\n                <ul class=\"author-list\">\n                                                <li class=\"leadership-container\">\n                                <a href=\"\/author\/scott-davis\" class=\"leader\">\n                                    <div class=\"profile-img\">\n                                        <div class=\"profile-halo\"><\/div>\n                                        <img loading=\"lazy\" decoding=\"async\" data-del=\"avatar\" alt=\"\" height=\"150\" width=\"150\" class=\"avatar pp-user-avatar photo lazyloaded\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2023\/10\/Scott-davis-hs-300x300.png\">\n                                    <\/div>\n                                    <div class=\"profile-info\">\n                                        <p class=\"name\">Scott Davis<\/p>\n                                        <p class=\"role\">Senior Partner, Chief Growth Officer<\/p>\n                                    <\/div>\n                                <\/a>\n                            <\/li>\n                                                <li 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Marketing is evolving fast, and every leader\u2014new or tenured\u2014needs the mindset and toolset to stay in front.<\/p>\n\n\n\n<p>Reach out to our brand and marketing experts for advice and support on getting started with your agenda.&nbsp;Have a resource we should mention? <\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button  \">\n        <a href=\"https:\/\/prophet.com\/connect\/\" \n            class=\"wp-block-button__link no-border-radius link--ani-arrow\" \n            style=\"color: #ffffff; --bg-underline-color:#ffffff;\"  >\n                CONNECT WITH US <svg class=\"i-ani-arrow-icon\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" viewBox=\"0 0 32 32\">\n                <g fill=\"none\" stroke=#ffffff stroke-width=\"1.5\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\">\n                    <circle class=\"arrow-icon--circle\" cx=\"16\" cy=\"16\" r=\"15.12\" \/>\n                    <path class=\"arrow-icon--arrow\" 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<\/article>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":206,"featured_media":4437,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"inline_featured_image":false,"footnotes":""},"thinking_topic":[7,8,6],"thinking_type":[14],"thinking_sub_brand":[],"thinking_capability":[],"coauthors":[35,64,607,138],"class_list":["post-13507","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","thinking_topic-brand-activation","thinking_topic-marketing-sales","thinking_topic-digital-transformation","thinking_type-blogs"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Modern-Era Guide for New CMOs | Prophet<\/title>\n<meta name=\"description\" content=\"This Prophet guide for new CMOs offers actionable ideas and insights for the 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Scott is the author of \"Brand Asset Management: Driving Profitable Growth Through Your Brands\" (2000), named one of the top 30 books of 2000. Scott\u2019s second book, \"Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth\" (2002) was published to highly regarded reviews. His third book, \"The Shift: The Transformation of Today's Marketers into Tomorrow's Growth Drivers\" was released in 2009. And, he most recently co-authored \"Making the Healthcare Shift: The Transformation to Consumer-Centricity\" which was released in March 2019. His previous work experience includes 12 years at Kuczmarski &amp; Associates (K&amp;A), an innovation and branding consulting company, where he was Senior Partner and founder of the Brand Asset Management\u2122 practice. Prior to K&amp;A, Scott worked at Procter &amp; Gamble, where he focused on a number of top global brands. Scott speaks at and chairs branding conferences for organizations such as The Conference Board, American Marketing Association, American Management Association, and the Association of National Advertisers. He is frequently cited in publications such as The Wall Street Journal, USA Today, BusinessWeek, Brandweek, Marketing News, Management Review, Advertising Age, and Crain's. Scott is an Adjunct Professor at the Kellogg School of Management at Northwestern University, a featured speaker at the University of Chicago's Executive Program on \"Marketing Services Companies,\" and a guest lecturer at other top graduate schools, including NYU, Harvard, Notre Dame, Medill, and Columbia. Scott earned a Master of Management from the Kellogg School of Management at Northwestern University in Marketing, Finance, and Management Strategy and a B.S. in Marketing Management from the University of Illinois.","sameAs":["https:\/\/www.linkedin.com\/in\/scott-davis-6b30622","https:\/\/x.com\/scottdavisshift"],"url":"https:\/\/prophet.com\/author\/scott-davis\/"}]}},"lang":"en","translations":{"en":13507},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts\/13507","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/users\/206"}],"replies":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/comments?post=13507"}],"version-history":[{"count":0,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts\/13507\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/media\/4437"}],"wp:attachment":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/media?parent=13507"}],"wp:term":[{"taxonomy":"thinking_topic","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_topic?post=13507"},{"taxonomy":"thinking_type","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_type?post=13507"},{"taxonomy":"thinking_sub_brand","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_sub_brand?post=13507"},{"taxonomy":"thinking_capability","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_capability?post=13507"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/coauthors?post=13507"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}