The CEO-CMO partnership is a powerful growth driver that transforms marketing from a support function into a strategic growth engine. We outline how aligned goals, shared metrics, and collaborative planning between these leaders create a competitive advantage, unlocking deeper customer connections and accelerated growth.
The CEO-CMO relationship is one of the most important drivers of growth, yet many companies overlook its strategic potential. BrownRobinson sees this partnership as a critical element in transforming marketing from a secondary, support function into a powerful growth engine. When the Chief Executive Officer and Chief Marketing Officer are aligned, companies achieve a clearer customer focus, stronger brand presence, and significantly higher growth rates.
Why the CEO-CMO Relationship Matters
Today’s CMO role is more complex than ever, spanning responsibilities that directly impact revenue, including customer data analysis and digital transformation. To maximize this impact, the CEO must trust and collaborate with the CMO as a strategic partner. With the right alignment, both leaders bring unique perspectives that contribute to a unified vision, benefiting the entire organization.
Yet in too many cases, CMOs struggle to gain a voice in strategic decisions, and CEOs see marketing as a support function rather than a growth driver. At BrownRobinson, we’ve seen that cultivating a strong CEO-CMO partnership turns this dynamic into a significant competitive advantage.
Bridging the CEO-CMO Gap
A gap often exists between how CEOs and CMOs perceive marketing’s value, and it can be a barrier to growth. CEOs may believe they understand marketing’s role, but only half of CMOs share that confidence. To bridge this gap, our firm encourages and emphasizes open communication, shared KPIs, and a joint commitment to customer-centric growth. These practices align both leaders, transforming marketing into a core growth driver.
Shared KPIs, in particular, are important. When company goals are aligned, especially within the "growth suite" of the company (CEO, CMO, Chief Revenue Officer (CRO), and Chief Customer Officer (CCO)), the strategy and tasks at hand are focused on what's most important versus each team's surface-level or vanity metrics that traditionally looked favorable, but ultimately doesn't help the whole company.
For instance not too long ago, in marketing, leads were a core KPI. Many marketing leaders were measured and rewarded on quantity, regardless of quality. We think marketing should be more tied to revenue, qualified opportunity generation, and customer retention. Leads may be a leading indicator of what matters most in marketing success, but it's not a direct correlation of a result that favors the whole organization.
Key Elements of a Strong CEO-CMO Partnership
Practical Steps to Strengthen the CEO-CMO Relationship
For companies looking to enhance this critical partnership, we recommend:
Looking Ahead: The CEO-CMO Partnership as a Competitive Advantage
The companies that thrive are those where the CEO and CMO work as true partners. At BrownRobinson, we know firsthand that investing in this relationship is a strategic advantage, one that turns marketing into a core growth engine, strengthens the brand, and creates lasting customer loyalty.
For companies aiming to unlock new levels of growth, BrownRobinson’s approach to CEO-CMO alignment is a proven path to success—helping businesses move from incremental progress to transformational growth.
To learn more about how a strong CEO-CMO Partnership can help scale your business, reach out to Heidi Brown (hbrown@brownrobinson.com) at BrownRobinson.