In a market dominated by increasing interest in just about ‘everything-as-a-service’, the role of the CMO – Chief Marketing Officer has attracted the spotlight and the relevance of CMO-as-a-Service has come to the fore not only in Portugal but also in other countries like United Kingdom or United Arab Emirates.

We believe CMO-as-a-Service will certainly take off in not only in Europe but also in the Middle East and follows on from the trend of CFO, CIO and various Sales positions already successfully offering ‘as-a-service’ models.

CMO should be a strategic, creative but focused and technical (for analytics purpose) brand ambassador and a visionary that empowers sales and not a glorified marketing guy with a cool title like evangelist or another trendy word.

Ostensibly this is just the new term for ‘marketing consultant’. The economic climate is one of revenue pressures with deterioration and naturally brings about massive cost pressures that all roles that can be part time will be. The current political climate is fanning the flames.

Although we are aware of some companies using various roles ‘as-a-service’, we suggest that it makes sense that this will be a natural progression. And this is boosted by benefits like cost saving and a highly skilled resource available, as opposed to an affordable permanent Marketing Manager.

CMO’s can produce the strategy and vision that then can be actioned by outsourcing or cheaper internal resources. If you use a CMO as a service you get the learnings the CMO gleans form the other organisations they offer their services.

As far as the CMO is concerned, offering their skills and services ‘as-a-service’ makes sense given the current economic climate and scarcity of permanent roles. This can lead to higher earnings and, of course, the self-evident risk.

Some would argue that CMO-as-a-Service is just a fleeting concept and will disappear as quickly as it emerged, and that it is unlikely to establish itself in the tough European and Middle East markets.

Globalisation and marketing transformation will ensure that these countries will follow the trend, one that is here to stay and likely to take root across a growing number of companies and organisations.

The role of the CMO has changed… there is no doubt about that, but the heightened interest in ‘as-a-service’ business models means that this role is a lot broader and of much more relevance and potential value to business than has been the case. Decision makers need to take cognisance of this.

Read also: Is Marketing-as-a-Service the Future of Marketing for Travel Startups? 5 key principles of implementing MaaS

In the past decade no other department/area in the enterprise has changed more than Marketing. What used to be a function based on creativity and an almost comical lack of measurability is now a complex, multi-discipline, metrics-driven, function with direct bottom-line impact. Read Now


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