Chapter 05
What is the Chief Collaboration Officer?
We shouldn’t be surprised that the role of the CIO has evolved because that’s what roles do, says Dhila (Patel). “There didn’t used to be a CIO but now they’re responsible often for marketing technology because it’s so data-led. The CMO and CIO need to work together collaboratively, if you want to create another role to help the CMO, absolutely.”
Both Accenture and Forrester talk about the CMO role progressing towards a “chief collaboration officer” where the functions are pulled together and focus the organisation on the customer experience, ensuring the entire organisation aligns on the brand vision.
There are a range of views as to whether the “chief collaboration officer” is an evolution of an existing CMO role, or a new role that should work alongside the CMO. In some cases, referring formally to a “chief collaboration officer” risks devaluing the title of chief marketing officer, says Dutton. That said, she fully believes the role of the CMO is evolving in exactly this way. “Marketing involves bringing together the different parts of the organisation to really enhance the customers’ experience, ensuring that stories told, or narrative created underpin the overall brand.”
If a CMO isn’t customer led, and trying to connect the dots between customer success, sales and marketing, then they’re missing a trick anyway. I think chief collaboration officer is another 'fad' job title, and it’s not about the CMO role being elevated. It’s about the CMO role being an important piece of the leadership team and it’s down to you to step up, create a good relationship with the CEO and senior leadership team, and prove what value you create and how you have direct influence on revenue and support business growth.
Edwin Abl, Chief Marketing Officer
Abl is also unconvinced that the term ‘chief collaboration officer’ needs to be distinct from the contemporary chief marketing officer. “If a CMO isn’t customer led, and trying to connect the dots between customer success, sales and marketing, then they’re missing a trick anyway,” he says. “I think chief collaboration officer is another 'fad' job title, and it’s not about the CMO role being elevated. It’s about the CMO role being an important piece of the leadership team and it’s down to you to step up, create a good relationship with the CEO and senior leadership team, and prove what value you create and how you have direct influence on revenue and support business growth.”
Ilgi Kim argues that collaboration and marketing are quite distinct skill sets, and the CMO may not be the right person to control this new function. “I’m not sure, because marketing is a specific valuable skillset that does not automatically promote or enhance collaboration,” he says.
One potential issue with the idea of a ‘chief collaboration officer’ role is that the name suggests this is a role performed by one individual. In many cases, it’s everyone’s job in the organisation to collaborate effectively, and to some extent every senior person should have this as part of their job, says Ross. “The collaboration has to be driven by the CMO, they need to create the right teams and the right culture,” he says. “Where that collaboration is happening, all those learnings need to be taken in and effectively used, because it’s all very well having the information, but how are you using it?”
One potential issue with the idea of a ‘chief collaboration officer’ role is that the name suggests this is a role performed by one individual. In many cases, it’s everyone’s job in the organisation to collaborate effectively, and to some extent every senior person should have this as part of their job. The collaboration has to be driven by the CMO, they need to create the right teams and the right culture. Where that collaboration is happening, all those learnings need to be taken in and effectively used, because it’s all very well having the information, but how are you using it?
Ewan Ross, Director of Marketing - EMEA
To some extent, the title that is attached to the new CMO role isn’t so important. What matters is that today’s CMO is ready for what that position will look like in two, five- or ten-years’ time. The future CMO needs to be more data-driven, because we are in an era where every dollar needs to be accounted for. “You need to understand data flow across your entire organisation. You need to understand technology, keep up with new marketing platforms and channels, and all the social selling aspects and marketing avenues,” says Dhila (Patel).
This knowledge needs to be paired with domain expertise that supports the CMO’s increasing involvement in strategy, says Sony’s Stuart Almond. “In terms of future skills, you need domain expertise, you need to know how to market, but you also need to know how to drive the sale in business development,” says Almond.
Perhaps most of all, the future CMO needs to be curious. A marketing leader needs to be curious about the sector, the industry and customers. “It’s curiosity that makes you want to know what approach will help you do better, because what worked three, four years ago won’t necessarily work now,” says Hughes. “You need curiosity to invite new people into the conversation and listen to their views and opinions.”
Developing these skills isn’t just critical for the CMO, but for the business as a whole. Businesses that cannot embrace digital transformation will not survive in the long-term. “If you’re a big brand that’s been around for 50 years and you’re not going to adopt digital within your business function, you will not survive,” says Dhila (Patel). “How a business operated 10 or 20 years ago is completely different to now, and that demands different people, different skill sets. So, as organisations have embraced digital transformation, the roles have matured along with that.”
"What matters is that today’s CMO is ready for what that position will look like in two, five- or ten-years’ time. The future CMO needs to be more data-driven, because we are in an era where every dollar needs to be accounted for. You need to understand analytics. You need to understand technology, keep up with new marketing platforms and channels, and all the social selling aspects and marketing avenues,”.