Why Executive Collaboration is Key: My Cross-Functional Dream Team as a Fractional CMO
Early in my consumer products career, I learned that brand marketers are often considered the “hub of the wheel.” In this metaphor, marketing is the central hub, with various cross-functions acting as the spokes that connect to and support the hub.
Marketers don’t work in a vacuum. We might develop exciting initiatives; however, their successful implementation is greatly dependent upon close collaboration with other critical cross-functional partners.
Let me introduce you to the 5 key executives who make up my cross-functional dream team.
Finance - Chief Financial Officer (CFO), Finance Manager, Controller
I’m guilty of having my fair share of battles with finance. But healthy tension is good for business and, at the end of the day, we’re both invested in the growth and health of the company. The finance team’s insights are vital for making data-driven decisions that maximize ROI and drive sustainable growth. Collaboratively, we develop the brand P&L, ensuring sufficient support for marketing budgets while maintaining a strong focus on growth.
Sales - Chief Sales Officer (CSO), Head of Sales, Sales Planning
These are the company’s revenue drivers with deep knowledge of our retail customers’ needs. The sales team is responsible for developing and executing channel strategies and maintaining strong relationships with our network of retailers. Leveraging their insights allows me to guide my team effectively. Together, sales and marketing work to expand customer relationships and drive sales growth.
Operations - Chief Operations Officer (COO), Supply Chain, Demand Planning
When launching big initiatives like new products, execution is everything. The operations team’s focus on efficiency and process improvement keeps projects on track and within scope. From demand planning to supply planning to fulfillment, our partnership ensures that operations are streamlined and initiatives are implemented efficiently.
Information Technology - Chief Information Officer (CIO)/Chief Technology Officer (CTO) and Team
In today’s digital age, technology is at the heart of effective marketing strategies. The CIO/CTO and their team drive innovation through technology, ensuring that we have the tools and platforms needed to reach our audience effectively. Whether it’s implementing new marketing automation tools, enhancing our digital presence, or ensuring data security, their expertise is indispensable. By leveraging their technological insights, I can guide my team to adopt and integrate the latest technologies, ensuring our marketing efforts are both cutting-edge and secure.
Human Resources - Chief Human Resources Officer (CHRO), HR Partner
Having a strong, motivated marketing team is essential, and HR’s role in maintaining a positive company culture and facilitating professional development is key to our collective success. A CMO’s regular collaboration with HR ensures that the marketing team possesses the necessary skills and resources to execute our strategies effectively. This collaborative approach empowers us to attract and retain high-performing talent, ensuring the long-term success and stability of our marketing initiatives.
Conclusion
Collaboration is at the heart of successful marketing strategies. By working closely with our executive peers and their respective teams, we ensure that our efforts are aligned with business objectives and resonate throughout the organization.