Unicorn Talent

Despite this push to have CMOs be many things to many people, some channel marketers distance themselves from the CMO. MeiLee Langley, senior director/head, channel and field marketing at LiveVox, said in previous positions she pulled her team out of marketing divisions because not doing so meant she often received conflicting messages.

“There are wonderful CMOs, but it becomes like I have two bosses,” she said. “I have to align with my CRO, and my channel chief usually takes direction from that leadership.”

In general, Accardi said it’s important for the CMO and the CRO to be on the same page.

“I personally like organizations where the CRO owns the CMO role so that they’re aligned,” she said. “But you can’t do that in every organization. You have to have a strong enough CRO that can be a chief commercial officer to really handle that.”

She added: “It’s finding that unicorn talent at the top that can manage. For me, I hate titles. It’s about who does the work. And ultimately, it’s finding people who can have good debate about what strategy should be but then can line up and go drive together.”