Why Performance and Demand Generation Marketers Typically Become CMO

Performance and demand generation marketing positions are more likely to be promoted to CMO because they are closely tied to an organization's bottom line. CMOs are typically responsible for driving revenue growth and increasing market share, and performance and demand generation marketing positions are focused on achieving these goals.

Performance marketing positions, such as those in affiliate marketing or pay-per-click (PPC) advertising, focus on driving measurable results through specific campaigns or tactics. These positions require a deep understanding of tracking, measuring, and optimizing marketing efforts to achieve specific performance targets.

Demand generation marketing positions, such as lead generation or account-based marketing, focus on creating demand for a company’s products or services. These positions require a deep understanding of the target market, buyer personas, and the buyer’s journey and combine these with the ability to create and execute campaigns that generate leads and ultimately drive sales.

Both positions require a strong focus on results and an understanding of measurement and optimization of marketing efforts, which are vital skills for a CMO. Additionally, being exposed to the different tools and technologies used to generate leads, measure performance, and grasp the data-driven approach needed for those positions is excellent preparation for a CMO role.

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