The NFL’s CMO, Chief Marketing Officer, Tim Ellis has an important responsibility: to improve the brand perception of the NFL. Under his direction, the league has begun to draw attention to its philanthropic work aimed at influencing how audiences perceive national football. Ellis credits public spirited messaging… as a key element in the outreach to engage new targets including women, children and multicultural sports fans.
It took a CMO – who’s willing to look beyond the existing community of spectators – to expand his brand’s reach.
No longer confined to traditional advertising and brand management, CMOs now navigate a complex web of digital strategy, customer experience and data-driven decision-making. For building product brands seeking to thrive and grow market share, understanding this evolution is crucial.
The Expanded Responsibilities of Modern CMOs
The modern CMO’s role extends far beyond conventional marketing functions. They are now at the forefront of:
- Digital Strategy and Technological Integration: The digital revolution has placed CMOs at the helm of integrating marketing technology. And driving customer-centric innovation. They oversee the implementation of digital tools – and platforms that enhance marketing efficiency – and effectiveness. This is particularly relevant in the building material sales sector, where online presence and digital customer engagement are increasing priorities.
- Customer Experience Management: CMOs are now pivotal in shaping and managing the end-to-end buyer’s journey. Ensuring a seamless and positive experience for architects, contractors and building owners – who specify and use builder products – is critical.
- Data-Driven Decision Making: Modern CMOs blend creativity with technological proficiency. Embracing data. And leveraging purpose-driven strategies… to drive long-term growth. For building product manufacturers, reliance on data analytics to better understand market trends – customer behavior and campaign performance – provides crucial evidence for meeting objectives.
- Cross-Functional Collaboration: CMOs are increasingly leading brand promise missions with other C-suite executives to align marketing initiatives with broader business goals. Most specifically, to demonstrate marketing’s direct impact on revenue.
The CMO Challenge
Despite these expanded responsibilities, CMOs face significant challenges. Several factors contribute to this trend:
- Failure to Adapt: CMOs must adapt to changing market dynamics and technological advancements. This is especially true in construction… where innovation is constantly transforming how installed building products are being distributed across complex supply chains.
- Lack of Cross-Functional Support: CMOs can struggle to secure necessary resources and tools… that may hinder effectiveness.
- Talent Gaps: The rapid evolution of marketing requires continuous upskilling. Many CMOs identify this talent opportunity – emphasizing the need for restructuring teams and outsourcing marketing agency partners – to meet evolving channel demands.
Top Three Implications for Building Product Brand Agencies
- Aligning Services with CMO Priorities: Marketing agencies must tailor their programs to address the expanded scope of CMO responsibilities… including digital transformation, data analytics and unique audience engagement experiences with architects, builders and building owners.
- Demonstrating ROI: Given the pressure on CMOs to demonstrate tangible results, marketing agencies must focus campaigns on delivering measurable outcomes… that fully align with a brand’s business objectives.
- Facilitating Adaptability: Marketing agencies can best support CMOs by providing insights into emerging trends… helping them stay ahead in a rapidly changing environment. For building product brands, this includes subject-matter expertise in new construction methods, sustainability practices and digital marketing technologies.
Best Practices for CMO Success
Deep Industry Expertise: Understanding the specific challenges and opportunities within the building product industry enables in-house marketing teams and their outsourced agency partners… to craft tailored solutions that resonate with CMO’s strategic goals.
Advanced Analytics Capabilities: By leveraging data analytics, marketing teams can provide CMOs with actionable insights into customer behavior – as well as campaign performance and market trends – facilitating informed decision-making.
Agility and Innovation: Marketing agencies must continuously cultivate a culture of agility, allowing them to quickly adapt to in-house team developments… while recommending innovative strategies that help keep brands competitive.
Communication and Collaboration: Building collaborative, transparent relationships with CMOs and their brand teams fosters trust and ensures alignment on objectives for framing mutually rewarding expectations.
Continuous Learning: Encouraging ongoing education, together with operational awareness and development… ensures that teams remain equipped with the latest knowledge and skills to meet evolving channel needs.
Yes, the role of the CMO is continually evolving. Driven by technological advancements – changing audience behaviors – and the increasing complexity of markets. At Kleber & Associates, we celebrate these shifts. And remain committed to helping our clients stay ahead in this dynamic environment.
Building product brands require marketing partners that fully appreciate the expanded roles and responsibilities of the CMO. And who can deliver tangible results.
Our team specializes in helping navigate these changes… leveraging data-driven strategies and enhancing customer experiences to drive building material sales. And connecting with specifiers and influencers who seek out your products. Most importantly, we understand the best way to bring your installed building products to the marketplace. If you’re looking to transform your sales and marketing approach – and achieve sustainable growth – we invite you to contact us today. Send an email to Steve at sk@kleberandassociates.com and let’s discuss how we can help your brand thrive in this dynamic landscape.
