Compartmentalizing marketing is a bit of a muzzle. Rebranding to “growth” as a CGO gives more of that sort of interweaving flexibility. But most of it is just how people define the role. The name carries too much with it, so changing it can be liberating.
Thanks for sharing Kieran. I so so sooo agree with you. I’ve been doing some shadowing work myself for young heads of marketing that have the talent but just need that little bit of coaching that they can’t get from the CRO or CEO. I do see this as a rather fractional function, 1/2 days a week otherwise you only see parts of it.
Agreed with the analysis, unsure about the conclusion.
Don’t you think who you report to (sales vs. product) matters less than the dynamics and collaboration you ensure between growth and brand? Speaking from experience, both teams usually have very different personalities (creative vs data-driven and systems) and different goals/KPI to hit. Only the best companies manage to get them working well together
Compartmentalizing marketing is a bit of a muzzle. Rebranding to “growth” as a CGO gives more of that sort of interweaving flexibility. But most of it is just how people define the role. The name carries too much with it, so changing it can be liberating.
Thanks for sharing Kieran. I so so sooo agree with you. I’ve been doing some shadowing work myself for young heads of marketing that have the talent but just need that little bit of coaching that they can’t get from the CRO or CEO. I do see this as a rather fractional function, 1/2 days a week otherwise you only see parts of it.
Splitting the function can create new problems if the people leading each side don't understand how their work connects.
Agreed with the analysis, unsure about the conclusion.
Don’t you think who you report to (sales vs. product) matters less than the dynamics and collaboration you ensure between growth and brand? Speaking from experience, both teams usually have very different personalities (creative vs data-driven and systems) and different goals/KPI to hit. Only the best companies manage to get them working well together