A CMO, or chief marketing officer, is the senior executive responsible for how a business wins and keeps customers through marketing. The CMO owns brand, positioning, go-to-market strategy, demand generation and marketing budget, and is accountable to the board for marketing's contribution to revenue growth.
What the role covers
The CMO decides who the business sells to, what it says and where it competes. Responsibilities include market and customer insight, positioning and proposition, brand, pricing input, channel strategy, the marketing team and agencies, and measuring return on marketing spend.
Increasingly the CMO also owns how the brand appears in AI search and answer engines, alongside traditional search and paid media.
How it works in a UK business
In UK SMEs, marketing is often led by a marketing manager or head of marketing who executes well but lacks a seat at the board table. The CMO title signals strategic ownership and accountability for pipeline, not just campaigns.
Close alignment with the sales or commercial director is essential, so that marketing and sales share targets and definitions.
The fractional option
Many growing businesses need senior marketing strategy before they can justify a full-time CMO. A fractional CMO sets the strategy, builds the team and manages agencies part-time. Leadership Services provides fractional CMOs from its bench of senior directors, from £1,795 per month.
Frequently asked questions
What is the difference between a CMO and a head of marketing?
A head of marketing usually runs campaigns, content and the marketing team within an agreed plan. A CMO sets that plan, owns positioning and budget, and answers to the board for marketing's impact on revenue. Many UK SMEs need CMO thinking but only head of marketing capacity day to day.
Which KPIs is a CMO usually measured on?
Typical measures include marketing-sourced pipeline and revenue, customer acquisition cost, conversion rates through the funnel, customer lifetime value and brand awareness. The right mix depends on the business model and sales cycle. Agreeing them early gives both the board and the leader a shared definition of success.
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Last updated: 5 November 2026