The Best 30-60-90 Day Plans for New Marketing Roles

Reporting to high-level executives such as a CEO, CMO, or VP of Marketing for the first time can be a significant step in your professional career. The tips you've mentioned are indeed valuable for navigating this new terrain. Let's delve a bit deeper into each of these points:

1. Bring Up Problems with Proposed Solutions: When you approach a high-level executive with a problem, pairing it with a proposed solution demonstrates your problem-solving skills and proactive attitude. It shows that you're not just passing the problem up the chain, but you're also thinking critically about how to address it. This approach can help you stand out as a resourceful and solution-oriented team member.
2. Be Transparent About Your Mistakes: Honesty and transparency are key when dealing with mistakes, especially those you're responsible for. Executives appreciate directness and accountability. By owning up to your errors, you're showing integrity and a commitment to improvement. Remember, everyone makes mistakes, but not everyone has the courage to admit and learn from them.
3. Explain Problems Without Making Excuses: There's a fine line between explaining and making excuses. When you explain a problem, focus on the factors that led to the issue and what you've learned from it. This shows that you're analyzing the situation and taking away valuable lessons. Excuses, on the other hand, tend to shift blame and avoid responsibility, which can be seen as a lack of accountability.

Overall, these guidelines are about demonstrating your ability to think critically, take responsibility, and be solution-focused. This approach can help you build trust and credibility with senior executives, an essential factor in your career growth and professional development. Remember, effective communication with higher management often involves clarity, brevity, and relevance, so always keep your interactions concise and to the point.

Silvia joined Docebo and in 30 days she reduced the paid search budget by roughly 40%. Chris Walker from Refine Labs is in agreement with her approach.

The critical role of the Chief Marketing Officer (CMO) in advocating for and justifying brand investment

Key responsibilities and challenges faced by the CMO

1. Proving ROI of Brand Investment: The CMO must demonstrate how investing in the brand will bring in more revenue, both in the short and long term. This involves providing clear evidence and metrics.
2. Presenting Early Signals and Metrics: Showcasing early indicators of success is vital for gaining trust and continued investment. The CMO needs to identify and track these signals.
3. Understanding Opportunity Cost: It's important for the CMO to articulate what might be lost by not investing in the brand. This involves a strategic analysis of potential gains from other investments versus brand investment.
4. Navigating Different Growth Stages: The strategy might differ between the initial growth phase (0-1) and subsequent scaling phases (1-N). In the early stage, the focus might be more on product and performance, but as the company scales, brand investment becomes crucial for sustained growth.
5. Balancing Performance and Brand Growth: The CMO has to find the right balance between short-term performance marketing and long-term brand building. Both are essential, but their importance varies over time and depending on company goals.
6. Taking Responsibility: Ultimately, it falls on the CMO to make a compelling case for brand investment and to take responsibility for the outcome. This may involve putting their job on the line to back their conviction in the brand's potential.
7. Challenges in Proving Impact: Measuring the impact of brand investment is notoriously difficult due to its intangible nature and long-term payoff. However, this is a crucial part of the CMO's role.

In summary, while the CEO and CFO have roles in questioning and approving investments, the CMO is the key player in advocating for, justifying, and executing brand investment strategies. This requires a mix of strategic thinking, analytical skills, and the courage to back their convictions with tangible results.

The essence of effective marketers lies in their disruptive nature. They challenge norms, question traditional wisdom, and often defy the expectations of colleagues and superiors. Their commitment to excellence means they frequently say no, setting high standards for content and fiercely protecting their audience's interests. This proactive, protective approach extends to their team, shielding them from distractions to maintain focus on delivering high-quality, creative, and consistent marketing outputs. Having such individuals on a team is a boon, as they safeguard the brand's reputation for excellence.