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Why CMOs Deserve (and Need) a Seat at the C-Suite Table
Last week, I had conversations with two CMOs—both from different industries, both highly respected in their fields. And yet, both shared the same frustration: they feel like they’re being edged away from the C-suite table.
Sadly, this isn’t the first time I’ve heard this. And I have no doubt it won’t be the last.
The irony? CMOs carry the customer. They drive growth, brand, loyalty, data, and digital transformation. No other role has such a holistic view of both the customer and the business. Yet too often, they’re:
➡️ Left defending budgets instead of driving strategy.
➡️ Treated as a cost centre rather than a growth engine.
➡️ Sidelined while “harder” functions steal the spotlight.
It’s not just frustrating—it’s short-sighted. Companies that exclude CMOs from strategic conversations are, in effect, pushing growth off the table.
The Cost of Excluding CMOs
As one marketer put it, this cycle isn’t new. Businesses often merge and separate sales and marketing functions in waves, and the same appears to be true for the role of the CMO in strategic decision-making. But when companies distance marketing leaders from the executive table, they lose a critical piece of the puzzle—the voice of the customer.
The “cost” of excluding CMOs may not be immediately apparent, but it becomes clear over time. Customer disconnect. Weak brand loyalty. Missed market opportunities. Competitors who pull ahead because they were closer to the customer reality.
And by the time the penny drops, it’s often too late.
Shifting Perceptions: From Cost to Growth Driver
So, how do CMOs reclaim their place at the table? Much of it comes down to positioning and presence.
- Speak the language of growth: Instead of framing marketing around “brand” and “campaigns,” CMOs who tie every executive discussion back to revenue growth, market share, or customer lifetime value are far harder to sideline.
- Prove commercial impact: When budgets are challenged, the most effective CMOs don’t just talk about impressions or clicks. They show the direct correlation between marketing spend and pipeline contribution—channel by channel, conversion by conversion.
- Own the voice of the customer: No one else in the business has the same insights into shifting customer behaviours and competitor positioning. By owning this narrative, marketing becomes indispensable in strategic planning.
As one leader noted, “The moment you prove you can out-data finance and out-insight operations, the seat is no longer optional.”
Why Every Voice Matters
Cross-functional leadership is at its best when every voice is at the table. Excluding marketing weakens the link between strategy and customer reality—arguably the most important link of all in today’s hyper-competitive, customer-driven world.
The organisations that are getting ahead right now are the ones where the CMO isn’t just present—they’re shaping the conversation. They’re not defending budgets, they’re driving growth. Not chasing a seat, but holding one that’s secure because their value is undeniable.
And that’s exactly where they should be.
👉 What do you think—are CMOs being unfairly sidelined, or is this a matter of how marketing leaders position themselves?
Contact Lucy
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✉️ lucy@newchaptertalent.com.au
📞 +61 416 153 144
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