How to go from VPM to CMO
Why some marketers never get the CMO title
What’s in a title? I used to think the title didn’t matter as long as you were paid to do what you love. But then one day I got passed over for the CMO role and the perception that permeated throughout the 200 person company was palpable. I started getting questions of how could they not have given me that role when I am already doing it.
Ahhh….let me tell you why some marketers are not given the coveted C-suite title and why you should not settle for VPM.
The excuses many companies give…
The company has no other C-Suite other than the CEO and maybe, if there are co-founders, other C-Suite titles. But the rest of GTM is VP or SVP.
The company needs a CMO but can’t afford to pay the salary range for it, so instead they stuff all of the requirements into a job description that sounds an awful lot like Chief Marketing Officer.
The CEO does not think you are Chief Marketing Officer material. In which case, you’ll probably never get there at that company. This is something you should weed out in the interview process or flat out ask, “what do you think makes a good CMO?”
How you get the title…
If you’re already at a company, ask for the leveling and key competency descriptions for the CMO role. If the company doesn’t have one yet, then offer to help create one for your team and work collaboratively with the CEO and HR on it. This way you get to control your destiny a bit.
If it’s a new role you are interviewing for, ask them why the job description reflects CMO role and responsibilities and if there is a specific reason why this role is not Chief Marketing Officer and only VP Marketing? This should give you a clear indication of where the company is, the CEO’s view on marketing and what a CMO means to them. Also, ask them for a level and key competency framework so that a) it shows you are interested in and striving for the title, b) you have it in writing on what you need to do to get there.
Something no one tells you…
Your LinkedIn or resume can say whatever you want it to say. Perhaps you don’t feel comfortable doing it out of the gate, but if you’ve run the entire marketing function + reported to the CEO, sat on the executive team, prepared board decks, went to board meetings, etc. then you go and update your LinkedIn profile once you’ve left. Because here’s why: It’s not your fault that they couldn’t afford a CMO or they didn’t want to upset the apple cart by introducing a CMO when the rest of GTM was at the VP level. NOT YOUR PROBLEM. Also, no one is going to not give you a job in the future because you changed your title on LinkedIn. IRRELEVANT.
No one is going to rescind an offer letter to you because you squabbled about the title. They want you. They want you to be happy. You’re allowed to speak your peace and negotiate for yourself. The worse they can say is “I’m sorry but this role is only for VPM.”
When to ask for a CMO title at an existing company…
IMHO, you really don’t want the title unless you are able to show significant revenue growth during your tenure there. Why? Because it’s the #1 question every future CEO, Board, investors, and company you interview with has and looking for when hiring. Companies that are greater than $10M revenue are looking for someone who can take them to the next level, from $10-$50M revenue or $50 to $100M because those are specific skillsets in scaling a company. It shows you have that specific experience and you know how to get there.
Brilliant article 👏👏 I also want to become a CMO and I am shameless about it