Tech CMOs Urge CEOs to Embrace Marketing for Success

Three high-level marketing executives from multibillion-dollar tech companies recently shared their insights on the secrets to success that they wish all CEOs knew. The conversation took place at March Capital’s annual Montgomery Summit in Los Angeles, where the CMOs discussed various topics, including the right time for a startup to hire a true CMO, the latest uses of AI in marketing, and go-to-market strategies. One recurring theme was the importance of CEOs understanding the role of marketing within their organizations.

Johanna Flower, who was the first CMO for CrowdStrike, highlighted the mystery that marketing can be for founders and CEOs, especially in the tech industry. She noted that while marketing is often seen as a black box that costs money, it is crucial for CEOs to let their CMOs into the core of the business to set them up for success. Jennifer Johnson, who succeeded Flower as CrowdStrike’s marketing chief, emphasized the importance of CEOs spending enough time with their marketing leaders to ensure they understand the company’s vision and positioning. She argued that founders often make the mistake of hiring a marketing person and then not involving them enough in the company’s strategic direction.

Defining the company’s positioning is often the first task for a new CMO. This involves working closely with the CEO to understand the company’s story and value proposition. Johnson stressed the importance of identifying the specific problem that the company is solving, rather than focusing on superficial attributes like speed, cost, or quality. Persson, the CMO of Snowflake, echoed this sentiment, noting that the entire company and leadership team must play a role in helping the CMO get the story right. She cautioned that drafting the S1 is not the time to figure out positioning, as it should be a well-refined message by that point.

Another common misconception that these CMOs hope to dispel is the idea of “healthy tension” between sales and marketing. Johnson described this concept as “very, very stupid,” noting that misalignment between these two functions often leads to the firing of the marketer. She advised founders and CEOs to facilitate alignment between sales and marketing to ensure that the CMO’s efforts are effective. Only then, she said, will the investment in a CMO truly pay off.