"CMOs face a rapidly evolving culture and an increasingly complex market. Black Glass brings actionable answers today, that inextricably links marketing to financial performance."
– Orlando Baeza, CMO of Flock Freight
(Nike, Adidas, Activision Alum)
Last year we increased CMO tenure by 50%, and 15% of our CMO partners were promoted to CEO. This has strong business impact, too – better leaders bring better results.
One concrete example: we restructured the marketing and sales operations for one client; simple changes unlocked $600m in net-new revenue.
After everything we’ve been through, I really believe that humanity is one of the key lessons we all need to learn. That’s how we can get better, not just back to normal, both in our personal and professional lives. Having said that, I could only applaud the creation of a CMO network that also focuses on the people behind the title. That’s just right.
If you think about the challenge of the CMO today, our evolving role extends so far beyond ‘marketing.’ This platform is being developed with that clear understanding of what built our brands yesterday won’t build them tomorrow. It will be time well spent, it will be purpose and mission-driven, the content will provide value, the connections will be meaningful. Those are the core elements I want to continue to build my brand on.
As a C-suite leader today, we must always be values-driven, have an understanding of business and how to drive success, and know how to build a high-performing team accountable for getting things done. Having access to thriving leadership communities is a must so that we can learn from each other and rise to these opportunities and create meaningful outcomes for the brands we lead.
Once you get down to asking yourself the question of where else you can go in your career as you're looking to give back even more to others, whether in the industry or in schools or what have you, I think that's a great part of a potential personal professional coaching track.
The good news is there are lots of forums from CMOs and CBOs to gather and learn and continue to grow in their role. The even better news is now there is a forum like Black Glass, which is designed to take that a step further. The creation of a forum to have true, candid, transparent, even somewhat vulnerable let-your-guard-down conversations with respected peers facing the same challenges, frustrations, and daily highs and lows is immeasurably invaluable to a CMO today.
In a post-2020 world, consumer behavior has evolved. People are interested in supporting brands that have a clearly defined purpose that have societal benefits. Themes like the concept of neighborhood and connection are more important than ever as we continue to navigate this new world. Understanding this, the need for a CMO community to explore these ideas, and how we can address, build upon and more importantly, thoughtfully incorporate into planning, would be valuable.
Having a community where you can learn, in a safe space, from some of the best in the business is beyond valuable. Having the ability through this forum to have candid and provocative conversations with your peers about their journeys brings a level of knowledge, comfort and camaraderie and is something that just doesn’t exist anywhere else.
Much of my journey in my career has been learning through a series of trial and error. I've never had a true sense of community, a tribe in which I felt like I could lean in on. Whether it's bouncing ideas, discussing the challenges of being a CMO with people who can relate, or just simply just having a safe space to speak to my peers. I'm a life-long learner, and the ability to surround myself with people who I can learn and build with is invaluable.
The events of the past two years have forever changed the role of the Chief Marketing Officer. The time is right for a supportive and visionary community that helps navigate the complex needs of all constituents, as we strive to be both a force for growth in business and a force for good in society.
In a world that’s faster and less predictable than ever, we continuously search for ways to keep our brands relevant. But how can we, as leaders and as individuals, also stay relevant? How can we peek around the upcoming corners of our career path, how can we diagnose our own blind spots? More than ever, CMOs need trusted, unbiased, expert advisors and a community of peers who have “been there,” to provide the insights and support that help push us beyond our known, our everyday, and drive to what’s next.
What I think CMOs need right now is a safe place to speak openly and receive feedback, vet ideas, and explore areas where we personally want to grow, without the concern of judgement. Having a place to share, grow, and connect is so important in today’s post-COVID world, where we are redefining our own personal missions, how we work, and how we lead teams in this new environment.
Here's six of our favorite change stories. These are real-world outcomes, so if you need the backstory on any of them... don't hesitate to ask.
We found real money in between the budget lines, helping a CMO reduce fixed marketing costs by $12 million.
We helped the internal teams under one CMO move 400% faster than they were before, without having to "work harder."
We ended "meeting-itis" for one CMO's extended organization. This meant that the team got 70% of their time back for real work.
We connected the dots between one CMO's many media, content, and technology partners, 10x-ing their return on investment.
We have saved hundreds of thousands of dollars in recruiting fees for many of our CMOs by making the right match at the right time.
We've helped one CMO with all of the above – and it led to four whole points of share growth.