Because the core value of cross-border e-commerce companies is marketing, which is often full-staff marketing, cross-border e-commerce companies often do not have a dedicated “marketing department”. Regardless of whether there is a “marketing department”, it is recommended that a dedicated team should be responsible for marketing management functions.
Many large companies set up CMOs (Chief Marketing oficer) to coordinate marketing work. In recent years, more and more large companies have set up CMO positions. However, CMOs are far less popular than CEOs (Chief Executive Officers), COOs (Chief Operating Officers), CFOs (Chief Financial Officers), CTOs (Chief Technology Officers) and other positions. The publication of “Growth Hackers” has made CGOs (Chief Growth Officers) replace CMOs. After the publication of “Traffic Pools”, someone proposed the concept of “Chief Traffic Officer”. Some companies also have various CXOs such as “Chief Brand Officer”, “Chief Experience Officer” and “Chief Business Officer”. In fact, no matter what the name is, they are responsible for the marketing work of the company and realize the marketing mission of the company.
Considering that the responsibilities of the CMO overlap with those of the CEO and COO, if the CMO is set up independently, its authority will be easily limited to the work of corporate publicity and promotion, which is not conducive to the practice of the 13N1 model. Moreover, the 13N1 model itself advocates that all CXOs should have marketing functions, and marketing is part of their management work. Therefore, it is not advisable for cross-border e-commerce companies to set up an independent CMO position, and it is recommended that the CEO supervise marketing. However, in order to distinguish responsibilities, CMO is uniformly used to represent the highest decision-maker of marketing work.
The main responsibilities of the CMO are as follows:
(1) Clarify the marketing concept and make all employees of the company reach a consensus on the concept through internal marketing.
(2) Create and continuously strengthen the brand.
(3) Formulate marketing strategies, evaluate marketing results, and promote continuous improvement. (4) Perceive the marketing environment, pay attention to the impact of scientific and technological progress, discover potential customer needs, promote innovation and change, and gain competitive advantages.
Qualities of an excellent CMO include:
(1) Deeply identify with the company’s mission, vision and values, and be a model of corporate culture.
(2) Have a broad vision, be able to keenly understand the marketing environment, keep pace with the times, be good at capturing market opportunities and promoting change.
(3) Have a deep understanding of consumer psychology and be good at exploring customer needs, especially potential needs.
(4) Be familiar with various marketing channels, especially digital marketing channels, be good at data analysis, and be able to find opportunities or risks from data.
(5) Be committed to innovation.
(6) Be good at communication and relationship management, have leadership that convinces everyone, and can work well with the CEO.
(7) Have many years of front-line marketing and management experience.