As head of marketing, CMOs play a crucial role in driving diverse areas of the business, from sales and product innovation to finance, technology, and HR.

Marketers (CMOs) must become a Composite Marketer, 
avoiding being just a Workmate or worse, Fractional.

• CEOs and the c-suite are expecting the CMO 
(or equivalent) to lead the growth Agenda

Composite CMOs are the leaders
at fostering cross-functional collaboration

• Present and agree to a shared vision
• Establish a shared mutual accountability
• A seat at the table for critical decisions, especially 
all customer-impactful decisions
• Adopt the language and mindset of the C-suite and can easily 
articulate how marketing function is adding value, in those terms

Composite CMOs have 48% longer tenure, and are less 
likely to have their growth budgets cut in a downturn

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