CMOs Shouldn’t Operate Alone

The demand generation world has never seen a shortage of new imperatives. Each day, an issue emerges that requires immediate action, presenting Chief Marketing Officers (CMOs) with a wide range of challenges, such as increased ad costs, new regulatory requirements, obsolete technology, and more.

We believe that CMOs shouldn’t tackle these challenges alone and recommend embracing a modern approach to demand generation—one where all C-Suite executives provide input, under your direction.

This article discusses the top demand generation concerns and how CMOs can seamlessly overcome them with the help of their fellow executives. Read on to uncover how your:

• CFO helps you tighten the lid on ad spend

• CHRO enables you to nurture skillful talents

• CRO empowers you to measure and optimize the right KPI

• CTO is the key to harnessing the power of modern technology in demand generation

• CIO can transform connectivity and collaboration efficiency

• CEO is the best way to showcase credibility and communicate your company’s purpose

Numbers Help You Navigate

Financial data can be cryptic, but CFOs hold the knowledge to interpret it. With cross-channel Cost Per Acquisition (CPA) soaring by 13% annually and ad costs skyrocketing during events like presidential elections, CMOs need the financial acumen of CFOs to chart a cost-effective course.

Consult your CFO to identify fruitful channels for investment and anticipate volatility to avoid financial pitfalls. Moreover, thanks to their expertise in resource optimization, you’ll make sure that every marketing dollar is spent wisely—and yields favorable ROI.

Tip: Break the mold by experimenting with unconventional strategies, like weekend email campaigns, which have shown higher engagement among executives.

Nurture Demand Generation Artists

People are the heart of any organization. CHROs have the ability to shape a workforce that embodies your company’s brand and values. 

However, apart from the obvious, crucial role of HR, hiring and retaining the best talent, this department helps CMOs implement training programs to keep the team ahead of industry trends. Keep in mind that:

• Employees who live out the brand create genuine connections and improve consistency

• High employee satisfaction boosts performance and drives operational excellence

• A well-trained team brings fresh ideas, boosting creativity

Marketing and Sales

You doubtlessly already have a fruitful relationship with your CRO. If not, then it’s time you build one.

Although CMOs and CROs work toward different goals, some of them overlap, such as growth. That’s why aligning your strategies is crucial for demand generation success. 

Unified strategies create a smoother customer journey, which increases the chances of turning leads into customers. Campaigns become more effective because marketing efforts are informed by valuable sales insights, making them better tailored to what customers actually need. 

This collaboration also brings clear accountability—shared goals and KPIs mean everyone feels responsible for revenue outcomes.

Plus, consistent messaging across all touchpoints enhances customer engagement and builds trust. In the end, these collaborative efforts streamline the demand generation effort, leading to faster revenue growth and a stronger bottom line.

Decode Data. Generate Demand

While CIOs may not hold the keys to your data treasure trove, they certainly have the tools to build one. To efficiently decipher complex datasets, CMOs must collaborate closely with their tech-savvy peer. 

This will enable them to harness data-driven marketing strategies and leverage advanced analytics for deeper, more accurate insights into customer behaviors: Prerequisites of efficient demand generation.

In addition, CIOs enable effective segmentation and more targeted campaigns, helping CMOs personalize messages and strengthen customer relationships.

Seek your “information department” to:

New Generations Have Modern Demands

As Millennial and Gen Z employees rise to decision-making roles, your demand generation efforts must adapt.

Your CTO is a game-changer in embracing modern technology, and they’re the go-to when considering advanced automation, AI, and machine learning to help personalize customer experiences and transform outreach.

CTOs also play a key role in account-based marketing (ABM). Beyond assisting with platform integration, they ensure data synchronization and real-time analytics.

You can count on them to find new, creative ways to engage your audience—whether through augmented reality (AR) or interactive content, they’re the ones who bring in the tech that captures lead interest.

Consult your CTO to implement robust, effective tools that’ll help you:

• Attract, engage, and convert leads through highly personalized campaigns, like Marketo

• Leverage Pardot to create, deploy, and manage multi-channel campaigns effortlessly

• Uncover anonymous buying behavior and identify in-market accounts for personalized, timely outreach, a strong suit for 6sense

The Final Credibility Stamp

The CEO’s role is all about trust and vision. 

An active and visible leader helps people feel more connected to the company, making them more likely to trust and engage with your marketing efforts. It adds a layer of authority that makes your campaigns feel more genuine and impactful.

When marketing teams know they have the freedom to experiment and try new ideas, that’s when standout campaigns come to life. A culture that supports smart risks leads to marketing that creates demand and drives the company forward in meaningful ways.

While attracting new leads is essential, the focus must also be on nurturing lasting relationships that drive customer retention and loyalty. CEOs can help you ensure that demand-generation efforts contribute to sustained, long-term growth.

CMOs: Don’t Operate Alone

Demand generation is a tough endeavor, and no CMO should try to handle it all by themselves. 

With rising ad costs, changing regulations, and evolving customer needs—involving your C-Suite will surely help you thrive.

Ensuring your budget is spent wisely and finding smart ways to cut costs where it counts is crucial. At the same time, building a talented team that fully understands and represents your brand is key to success. 

When strategies align, and common goals are shared, collaboration naturally leads to stronger results. Seek your leadership’s active support and engagement with campaigns. This will help boost credibility, build trust, and pave the way for demand generation excellence.