How a CMO can deliver quick wins.

A strong brand platform starts with a clear and succinct expression of what your company stands for. Why? It matters to customers—and can have a huge impact on your company’s bottom line.

• • Over 90% of companies with well-defined mission statements achieve growth and profits that meet or surpass their industry’s average.
  • Brands have been shown to benefit from a 33% increase in revenue when they present their brand values, image, and messaging consistently across all marketing channels.

Take a fresh look at your vision, mission, and values, and think of them like your elevator pitch. Use clear, concise statements that demonstrate why your company exists, reflect your brand DNA, and communicate where your company is going.

In an era of AI, chatbots, and automation around every corner, people are craving genuine connections and brand authenticity more than ever before. As a testament to that, human-to-human marketing (H2H marketing) has become an increasingly prevalent way for brands to build long-term relationships, create trust, and boost customer loyalty.

Consumers are seeking out brands that stand for more than just profits. To tap into that, consider aligning your marketing strategies with a larger purpose—whether that’s social responsibility, sustainability, or community engagement.

• • Patagonia’s “Don’t Buy This Jacket” campaign is a classic example of purpose-driven marketing. The brand placed an ad in the New York Times encouraging readers to skip Black Friday consumerism in favor of repairing, reusing, and recycling their clothing—leading to a 30% rise in sales following the campaign.
  • Another example is Drizly’s Sip With Purpose campaign, which aimed to help consumers discover and buy beverage products from underrepresented business owners, including Black-owned and woman-owned brands.

One thing to watch out for: Avoid “purpose washing.” Consumers are becoming savvier about a brand’s inauthentic attempts to position themselves as socially conscious—and they’re more discerning about what a brand says versus what it actually does. So, be sure to be transparent with consumers and let them know about the specific ways in which you’re taking action.

Marketers are natural communicators. That skill can come to life in many different forms, from creating campaigns to soliciting customer feedback to engaging in social listening or even chatting with consumers face to face.

But it’s important to remember that internal conversations matter as well.

• • Businesses perform better when CMOs are involved in high-level management decisions. Yet only 37% of CMOs reported being “aligned with their line-of-business leaders” and 34% said they were aligned with their CFO.
  • You should also take the time to actively listen to your team members and get their perspectives on which tactics have worked and haven’t worked in the past.

By having the right conversations—and prioritizing the right strategies—CMOs can laser in on what matters and deliver meaningful quick wins that lead to measurable success.