One of the questions we frequently get from candidates is “How do I become a CMO?” or “What separates those who become a CMO from those who never do?”
As the leading CMO Executive Search Firm, about half of our work is placing CMOs, the other half is leaders in brand, digital, advertising, communications, e-commerce, etc. who typically report to the CMO. It is the candidates we are recruiting for Director and VP-level roles who typically want to know our advice on how they can get to the C-level.
The answer itself is simple, unfortunately only about fifteen percent of candidates are properly utilizing this to their advantage.
Lifelong Learning: The Key to Becoming a CMO
Lifelong learners are those who make it to the top of the marketing field and although we do not work outside of marketing, I doubt it is any different in operations, finance, or human resources.
The pace of change in marketing is now faster than ever. We have been saying this for the last decade and the pace of change keeps accelerating. With all the changes from AI to digital to performance marketing, what does it mean to be a lifelong learner? How do you keep up with the pace of change going on in marketing while balancing your work and family life?
The first step is to take responsibility for your own ongoing education. Do not look to your manager or employer to provide you with the knowledge needed to get to the next level, it is not their job. Far too many professionals make the mistake of sitting back and expecting the learning to come their way or they will claim to be too busy with family or prefer to play golf. At the end of the day, these are choices and choices have consequences.
Compare this to the candidates we present to our clients when we are conducting a CMO executive search. Kids go to bed and they go to work to learn something new. They create a routine where they have time for ongoing career education built into their life. Great to enjoy a round of golf but only after learning goals have been met for the week. It really comes down to goals and discipline.
Practical Steps to Accelerate Your Marketing Career
In addition to the obvious reading of books or listening to books on audio, what can you do to continually improve your knowledge of marketing?
- Make drive time productive time. Whether it is an audiobook or a podcast, taking the time you are in the car and turning it into productive time is an easy way to get ahead;
- Find an online course in an area of marketing you need to learn more. Lots of good options around digital marketing specifically;
- Find or create a peer group, the most successful CMOs I know regularly meet with other Chief Marketing Officers. Learn how they are handling challenges like yours or that you have not encountered yet.
I spoke to a good friend of mine about ten years ago and he was on his third CMO gig, all with companies who have three to ten billion in revenue, and he was only about three years away from retirement. He was becoming Google AdWords certified in his spare time. This gentleman had an Ivy League MBA and understood he needed to keep learning and, in this case, wanted to be better able to manage his digital team. This was normal for him and why he was a very successful three-time Chief Marketing Officer, he never stopped learning.
Your city might have a CMO Roundtable offered as part of the American Marketing Association or affiliated with a local university, or you might need to create your own peer group. The knowledge sharing by CMOs in these groups is vital, as it allows you to see other challenges and multiple ways of tackling potential challenges. It will also give you an opportunity to see what they are learning, and what they believe is next for marketing.
There’s no magic formula for becoming a CMO—it’s about staying curious, putting in the work, and never getting too comfortable. The best marketing leaders are always learning, whether it’s through books, podcasts, or conversations with peers. If you want to reach the C-suite, start by making small, consistent choices that push you forward. Stay hungry, stay open, and keep growing.