{"id":6706,"date":"2018-04-10T11:09:39","date_gmt":"2018-04-10T09:09:39","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=6706"},"modified":"2020-12-05T20:15:31","modified_gmt":"2020-12-05T19:15:31","slug":"chief-marketing-officer-cmo","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/chief-marketing-officer-cmo\/","title":{"rendered":"Chief Marketing Officer (CMO): funciones y retos"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-1444853085\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/chief-marketing-officer-cmo\/\" data-essbisPostTitle=\"Chief Marketing Officer (CMO): funciones y retos\" data-essbisHoverContainer=\"\"><p>Muchas veces hemos hablado de las diferencias entre el <strong>marketing estrat\u00e9gico<\/strong> y el <strong>operativo<\/strong>. La estrategia es imprescindible para analizar la <strong>competencia<\/strong>, el <strong>entorno<\/strong> y el <strong>mercado<\/strong>, entre otros. En base a los resultados de todas estas cuestiones podremos proponer unas acciones orientadas al cumplimiento de los objetivos estrat\u00e9gicos del \u00e1rea de marketing. Est\u00e1 claro que no todos los perfiles de marketing conjugan las <strong>habilidades estrat\u00e9gicas<\/strong> con las operativas; de hecho, cada vez conozco m\u00e1s ejemplos de fant\u00e1sticos visionarios, con ciertas dificultades para llevar a la pr\u00e1ctica un cronograma de actuaci\u00f3n en los diferentes canales, y viceversa. Con respecto a esta dificultad, hoy hablaremos del <strong>Chief Marketing Officer<\/strong>\u00a0 o <em><strong>CMO<\/strong><\/em>.<\/p><div class=\"blogs-contenido\" id=\"blogs-3119247803\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_un_Chief_Marketing_Officer_CMO\"><\/span>\u00bfQu\u00e9 es un Chief Marketing Officer (CMO)?<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab527eef08d7\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab527eef08d7\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/chief-marketing-officer-cmo\/#%C2%BFQue_es_un_Chief_Marketing_Officer_CMO\" >\u00bfQu\u00e9 es un Chief Marketing Officer (CMO)?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/chief-marketing-officer-cmo\/#Principales_funciones_del_CMO\" >Principales funciones del CMO<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/chief-marketing-officer-cmo\/#Funcion_1_Crecimiento_de_ventas\" >Funci\u00f3n 1: Crecimiento de ventas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/chief-marketing-officer-cmo\/#Funcion_2_Comunicacion_interna\" >Funci\u00f3n 2: Comunicaci\u00f3n interna<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/chief-marketing-officer-cmo\/#Funcion_3_Analitica\" >Funci\u00f3n 3: Anal\u00edtica<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/chief-marketing-officer-cmo\/#Funcion_4_Innovacion\" >Funci\u00f3n 4: Innovaci\u00f3n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/chief-marketing-officer-cmo\/#Funcion_5_Gestion_de_recursos\" >Funci\u00f3n 5: Gesti\u00f3n de recursos<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/chief-marketing-officer-cmo\/#Los_retos_para_el_CMO\" >Los retos para el CMO<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Precisamente porque lo estrat\u00e9gico y lo operativo puede requerir de habilidades y conocimientos distintos, a la figura tradicional del <strong>Marketing Manager<\/strong>, se ha sumado en los \u00faltimos a\u00f1os la del <strong><em>Chief Marketing Officer<\/em> (CMO)<\/strong>. Este \u00faltimo, est\u00e1 <strong>100% especializado en el aspecto operativo del plan de marketing<\/strong>, y su principal funci\u00f3n es poner en marcha las acciones necesarias para llegar a los <strong>objetivos estrat\u00e9gicos<\/strong> de la compa\u00f1\u00eda. A la vista de expuesto, ya adelanto que este \u00faltimo perfil deber\u00e1 contar con una formaci\u00f3n avanzada en lo que a <strong>canales<\/strong> se refiere, debiendo ser un especialista en la interacci\u00f3n con todos ellos.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Principales_funciones_del_CMO\"><\/span>Principales funciones del CMO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Funcion_1_Crecimiento_de_ventas\"><\/span><strong>Funci\u00f3n 1: Crecimiento de ventas<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Multiplicar las ventas de la compa\u00f1\u00eda con ayuda de las <strong>acciones de marketing<\/strong>. S\u00ed, el CMO es coresponsable del <strong>crecimiento de la compa\u00f1\u00eda<\/strong>, y para ello debe utilizar todos los recursos disponibles. Deber\u00e1 analizar los canales adecuados para las acciones de marketing y publicidad. Se encargar\u00e1, por ejemplo, de multiplicar el <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/hashtag-herramienta-redes-sociales\/\" target=\"_blank\" rel=\"noopener noreferrer\">engagement en las redes sociales<\/a>, y de realizar campa\u00f1as PPC 100% efectivas en los diferentes soportes. Todo ello deber\u00e1 ser acorde con una <strong>estrategia de contenidos<\/strong> prefijada y con un a estrategia SEO basada tanto en contenidos, como en acciones de social media.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Funcion_2_Comunicacion_interna\"><\/span><strong>Funci\u00f3n 2: Comunicaci\u00f3n interna<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Comunicar internamente las acciones necesarias para llevar a cabo las estrategias propuestas. Un CMO debe ser un <strong>fant\u00e1stico comunicador interno<\/strong>. Quiz\u00e1s no sea el mejor conferenciante del mundo, ni un famoso profesor de Business School. Todo esto est\u00e1 bien, pero no es necesario para la labor de comunicaci\u00f3n que debe realizar el CMO. El verdadero <em>Chief Marketing Officer<\/em>, es aquel que sabe rodearse de un <strong>equipo altamente eficaz<\/strong> en cuanto a resultados y -sobre todo- en cuanto al <strong>tiempo<\/strong> <strong>en conseguirlos<\/strong>.<\/p>\n<p>Pocos l\u00edderes en la organizaci\u00f3n, necesitan a un <strong>equipo tan unido y enfocado<\/strong> como lo requiere el CMO. Dado que todas las acciones de marketing son esenciales para alcanzar los objetivos estrat\u00e9gicos, el CMO debe saber comunicar eficazmente, por ejemplo, los <strong>objetivos diarios<\/strong>, <strong>semanales<\/strong> y <strong>mensuales<\/strong> a todo su equipo y realizar una <strong>propuesta de actuaci\u00f3n<\/strong> concreta en cada caso para conseguirlos.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-3726252573\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Funcion_3_Analitica\"><\/span><strong>Funci\u00f3n 3: Anal\u00edtica<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Analizar resultados en tiempo real<\/strong> para reorientar las t\u00e1cticas. Dado que el CMO suele estar enfocado en el \u00e1mbito operativo del marketing, deber\u00e1 analizar continuamente, en tiempo real, el resultado de las acciones puestas en marcha en los diferentes canales. Por otro lado, una de las habilidades m\u00e1s importantes en la figura en estudio, es la capacidad de <strong>reorientar las acciones que no est\u00e1n funcionando<\/strong>. Y es por eso que al principio coment\u00e1bamos la necesidad de que el CMO conozca <strong>en profundidad todas las \u00e1reas del marketing<\/strong>. Por ejemplo, deber\u00e1 saber c\u00f3mo programar las conversiones en las campa\u00f1as en <em>Google AdWords<\/em> para conocer su verdadero rendimiento y realizar el seguimiento de los pixel tanto en <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/facebook-insights-metricas-social-media\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Facebook<\/em> <\/a>como en otras redes sociales en las que se puedan crear <em>ads<\/em>. Del mismo modo, habr\u00e1 de verificar el funcionamiento de las campa\u00f1as de <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/retargeting-o-remarketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>remarketing<\/strong><\/a>, y -en su caso- el funcionamiento de las campa\u00f1as RTB y de <strong><em>affiliate marketing<\/em><\/strong>. Precisamente porque las acciones de marketing digital actuales son omnicanal, tambi\u00e9n el responsable de analizarlas, deber\u00e1 poseer un conocimiento avanzado de todos y cada uno de los canales.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Funcion_4_Innovacion\"><\/span><strong>Funci\u00f3n 4: Innovaci\u00f3n<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Realizar <strong>propuestas innovadoras<\/strong>. Alcanzar la excelencia en el trabajo de marketing es imposible sin la innovaci\u00f3n. Es preciso crear de manera continua experimentos que permitan <strong>alcanzar nuevos targets<\/strong>, o revisiones de campa\u00f1as, mensajes y gr\u00e1ficas, para <strong>optimizar las acciones existentes<\/strong>. Un buen CMO es un innovador nato, y esa debe ser una de sus principales funciones y habilidades. S\u00f3lo planteando hip\u00f3tesis y realizando un seguimiento de resultados a nivel de innovaci\u00f3n, podr\u00e1 multiplicar resultados.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Funcion_5_Gestion_de_recursos\"><\/span><strong>Funci\u00f3n 5: Gesti\u00f3n de recursos<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Creaci\u00f3n y administraci\u00f3n del <strong>presupuesto de marketing<\/strong>. Est\u00e1 claro que conseguir unos resultados exige disponer de un presupuesto y administrarlo. En ese sentido, el CMO debe tener libertad para contar con los recursos, tanto humanos como t\u00e9cnicos, necesarios para desarrollar su labor.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Los_retos_para_el_CMO\"><\/span>Los retos para el CMO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>La labor del <em>Chief Marketing officer<\/em> no est\u00e1 exenta de <strong>dificultades y retos<\/strong>. As\u00ed, seg\u00fan se\u00f1ala <a href=\"https:\/\/es.linkedin.com\/in\/javiermla\"><strong><em>Javier Martinez<\/em> <em>de Lahidalga<\/em><\/strong><\/a>, de ibermaticadigital.com, citando T<em>he<\/em> <em>Global Chief Marketing Officer Study, 2013. IBM, el CMO siempre estar\u00e1 expuesto a la explosi\u00f3n del n\u00famero de datos en todas las \u00e1reas del marketing. Junto a ello, es evidente una proliferaci\u00f3n de canales y dispositivos que cada vez van a exigir m\u00e1s conocimientos y mayor capacidad para orientar los mismos a cada canal. Por \u00faltimo, el cliente es cada vez m\u00e1s cambiante demogr\u00e1ficamente, lo que exigir\u00e1 un plus de profesionalidad al encargado de captarle.<\/em><\/p><div class=\"blogs-contenido_2\" id=\"blogs-2121807499\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>Como ves, el Chief Marketing Officer es una profesi\u00f3n con un <strong>futuro fascinante<\/strong>. Si quieres aprender m\u00e1s sobre este tema, no dudes en matricularte en el <strong><a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\">M\u00e1ster en Marketing y Comunicaci\u00f3n Digital<\/a><\/strong> de <strong><a href=\"https:\/\/www.imf-formacion.com\/\">IMF Smart Education<\/a><\/strong>. Sin duda, ser\u00e1 decisivo a orientar tu carrera hacia puesto de CMO.<\/p>\n<p><strong>Adelante!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/chief-marketing-officer-cmo\/\" data-essbisPostTitle=\"Chief Marketing Officer (CMO): funciones y retos\" data-essbisHoverContainer=\"\">","protected":false},"author":14,"featured_media":6707,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[755],"tags":[4265,565],"class_list":["post-6706","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-acciones-de-marketing","tag-estrategia-de-contenidos"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Chief Marketing Officer (CMO): definici\u00f3n, funciones y retos<\/title>\n<meta name=\"description\" content=\"\u00bfQu\u00e9 es realmente un Chief Marketing Officer (CMO)?\u00bfCu\u00e1les son sus funciones?\u00bfQu\u00e9 retos debe afrontar en un futuro cercano? 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