“What’s with the penguins?” asked an F1000 marketing leader new to CMO Huddles. Explaining that a group of penguins is called a huddle, I received a nod of appreciation and a “That’s it?” Door open. I spouted that CMOs and penguins have much in common and that we donate 1% of revenue to the Global Penguin Society.

“That’s cool but what you’re really doing is leading by example,” the CMO noted.

“What do you mean?” I asked.

“Most B2B marketing is bland as sand–yours isn’t,” they exclaimed.

Compliment accepted. We moved on to their differentiation challenges.

I was reminded of this conversation in a recent visit to Boulder Beach, home to a healthy huddle of South African penguins. Formerly known as “jackass penguins” because they make a braying sound, these delightful birds reinforced various points of comparison to CMOs.

Both are Bellwethers

Living on land and sea, penguins feel the harsh impact of environmental changes earlier than most species. As we saw in 2023, CMO role elimination was a harbinger of the slowing B2B economy. Thanks to recent protection efforts, the Boulder Beach colony is growing for the first time in decades. Perhaps the Feds recent rate cuts will do the same for B2B CMOs!

Both are Curious

Once the tourists leave, the penguins of Boulder Beach like to explore the nearby village, waddling into open doors of homes and shops. To survive and thrive, CMOs must never lose their curiosity. A rapidly changing business environment requires constant questioning and assumption dumping.

Both are Nurturers

Mama penguins are never far from their chicks on the beach. Similarly, great CMOs are only as good as the teams they nurture. While CMOs needn’t fish for their younger underlings like penguins, they do need to provide a safe environment for experimentation and the occasional misstep.

Both are Ingenious Problem-Solvers

South African penguins, like the other 17 other types, are famous for finding unusual places to nest. They constantly face and work around new challenges. Great CMOs are much the same. When the going gets tough, these CMOs innovate. They transform, finding unique places for their brands to flourish.

Both Like to Gather

I witnessed several instances of penguins having fun together. Four were diving around each other and emerged on the beach in unison. Couples waddled together and embraced.

Written by Drew Neisser