“Marketing is way too important to report to the CRO” espoused an experienced startup CEO. While B2B CMOs universally agree with this sentiment, I had lots of questions, especially since more senior marketers are being asked to report to someone other than the CEO. It’s an issue worth diving into.

Is Marketing Too Important to Report to the CRO?

It should be. The CEO, who made this statement, is Sion Lewis of UK-based Ciphr. Here is his rationale, “I think it is common in the UK for the CMO to work for the CRO which is what I inherited. The problem with that is CROs don't understand marketing, therefore it absolutely becomes a demand gen story. Where are my MQLs and SQL? What's the conversion rate? By the way, all of that is super important, and we talk about it every freaking day, but it's just table stakes, not the interesting stuff. Quite frankly, I treat it as tech. So that is why I took it out of the revenue leader and created a CMO function.”

Is It Really a CMO Role if It Reports to the CRO?

No, it’s not. At best it’s a VP of Marketing role. Most likely, it becomes a VP of DemandGen role that operates as a sales support function. More importantly, the CMO is unlikely to get regular face time with the CEO or have a peer-to-peer relationship with product, human resources, and customer success. Marketing doesn’t have a seat at the executive table. And all of this means that marketing isn’t influencing the overall go-to-market strategy.

Does It Matter if the CRO Came Up Through Marketing?

It could. With caveats. If the CRO was an effective marketing leader in an earlier life, then perhaps they can appreciate marketing’s broader impact on sales (a reputation that opens doors and closes deals faster, motivates employees, builds advocacy, etc.). The rubber meets the road when that CRO is allocating resources. Do they hire another salesperson when incremental funds become available or at least consider what would happen if those funds went into marketing?

Should CMOs Accept a CMO Role That Reports to the CRO? 

It depends. Have you been out of work for 6 months or more? If yes, give it strong consideration, especially if you like the culture, the CEO, and the category. It’s quite possible you could wait it out until either the CRO gets fired, moved or realizes you should report to someone else. This does happen. Especially if your CRO allows you direct access to the CEO and other C-Suite members along the way. And while you’re biding your time, think and act like an Impact Player (FYI, author Liz Wiseman will be speaking at the Super Huddle).

Should a CMO Who Is Between Opportunities Interview for a CMO Role That Reports to the CRO?

Absolutely. With all the energy you can muster. Why? First, it’s always good to hone your interviewing skills, and doing it well will boost your confidence. You may learn that you really like the opportunity and they may really like you. If it is a good cultural match, you might be able to negotiate a change in the reporting structure OR set a time limit of say, six months. Even if you don’t take the job or get an offer, you’ll make some friends who will want to work with you at their next stop. Assuming you keep up with your network.

Have another take on this?

Written by Drew Neisser