One of the key ways to engage with the CMO is to include them in meetings with the rest of the go-to-market (GTM) executives as a group, not in a silo.While of course I have always had 1:1 meetings with my CMO, I find that the most valuable conversations are the ones with the GTM group as a group, talking about shared objectives and the underlying drivers and coordination points to get there.
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On the other end of the spectrum, I find it very useful to create a thinking session with the CMO, where we take time away from the day-to-day to do deep dives on strategic topics like the company's positioning, voice, or brand.
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The last few CMOs we had at Return Path were all promoted into the role - so I got to know them pretty extensively ahead of time.
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Of course, you can say the same thing for the other functional departments, but marketing is more acute based on the average tenure of CMOs.[
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