How CMOs Are Redefining Business Success

Discussion with Manoj Jasra

Marketing is currently in a period of significant evolution, and the Chief Marketing Officer (CMO) is at the center of this transformation. Manoj Jasra, a seasoned marketing leader with over two decades of diverse experience across industries like telecommunications, airlines, hospitality, and private equity, provides a compelling lens on this transformation. His career - marked by pioneering digital transformations, managing crises, and streamlining acquisitions - highlights how CMOs are increasingly viewed as vital contributors to strategic leadership.

The Evolving Role of the CMO: From Tactical Marketer to Strategic Growth Officer

Traditionally, CMOs were tasked with overseeing a company’s brand, focusing on advertising, digital marketing, and outward-facing strategies. While these elements remain essential, the role has evolved significantly. As Jasra explains, “The CMO role has changed into almost the Chief Growth Officer role. This pivot means being involved in driving overall growth for the company - not just through marketing, but through acquisitions, product development, and sales enablement”.

Today’s CMOs are central to crafting overarching business strategies, expanding their influence beyond tactical marketing to shape the company’s long-term goals and vision. This transformation requires CMOs to take on responsibilities such as “articulating value for sales teams, meeting revenue targets, and collaborating with product and technology teams to ensure that every initiative aligns with the company’s growth ambitions”, Jasra notes.

A significant challenge lies in balancing these broadened responsibilities while still meeting traditional marketing metrics. Jasra emphasizes the importance of embedding marketing within the organizational framework, ensuring it plays a role in both strategy and execution. “Marketing now touches so many facets of the business. It’s essential for growth, positioning, and overarching strategy. That’s why having a seat at the table is critical”, he asserts.

Balancing Short-Term Wins with Long-Term Growth

For modern CMOs, achieving immediate results while setting the stage for sustained growth is a complex but vital challenge. Manoj Jasra underscores the importance of striking this balance: “I always try to figure out a 90-day plan where I can show instant traction. If a CMO proposes a two- or three-year strategy without short-term goals, it’s hard for the CEO and board to approve it because it hasn’t been proven”.

These short-term plans act as proof points, demonstrating the feasibility of larger strategies and building trust with stakeholders. For Jasra, crafting “green shoots” - early, measurable successes - is essential. These efforts not only validate the overarching strategy but also foster confidence among decision-makers, ensuring sustained support and investment.

However, short-term wins are only part of the equation. To truly make an impact, CMOs must translate these early achievements into scalable, long-term strategies. This requires developing a roadmap that connects immediate actions to the company’s broader objectives. “Short-term results build momentum, but they must tie back to the company’s larger goals to create meaningful progress”, Jasra explains.

Communication plays an integral role in this process. Jasra advises CMOs to consistently share even the smallest victories with stakeholders, including sales teams, board members, and other executives. “Overcommunication builds momentum and establishes marketing as a strategic partner”, he notes. By maintaining transparency and demonstrating value at every stage, CMOs can ensure their contributions are recognized and their initiatives remain aligned with the company’s vision for long-term success.

Turning Creative Ideas into Measurable Business Outcomes

In today’s saturated markets, where customers are bombarded with similar messaging, creative innovation is a critical differentiator for businesses. However, creativity without measurable outcomes risks being dismissed as impractical. Manoj Jasra emphasizes the need for structured experimentation to validate and scale bold ideas. “Proofs of concept are essential. A 30- or 60-day pilot with clear benchmarks can show value without breaking the bank”, he explains.

This approach allows CMOs to experiment while managing risk effectively. By defining success criteria and limiting initial investments, organizations can test unconventional strategies without jeopardizing broader business objectives. Jasra underscores the importance of aligning these efforts with organizational priorities: “It’s important to validate ideas with external research, align with peers and product teams, and have a scalable model”.

Such pilots not only test feasibility but also create opportunities to gain internal buy-in. Boards and stakeholders are more likely to support innovative approaches when they see measurable outcomes from smaller-scale experiments. Jasra’s methodology ensures that creativity doesn’t exist in isolation but is tied to real business metrics. “If a pilot doesn’t show momentum, you can pivot without significant losses”, he adds, highlighting the value of agility in today’s fast-moving markets.

Navigating Crises: The CMO as a Stabilizing Force

In times of crisis, the CMO’s role is amplified, becoming a cornerstone for navigating challenges effectively. Manoj Jasra draws from his leadership experience during the COVID-19 pandemic at Northland Properties to illustrate how CMOs can act as stabilizing forces. Reflecting on the unprecedented disruption to industries like hospitality and sports, he emphasizes three critical aspects: proactive communication, brand equity preservation, and scenario planning. “In a crisis, the worst thing that can happen is stakeholders not knowing the game plan”, Jasra asserts.

Proactive communication serves as the foundation for managing crises effectively. “The CMO must lead with transparent communication, ensuring that customers and stakeholders are informed about changes”, Jasra explains. This transparency fosters trust and mitigates uncertainty, both internally and externally. It is essential that messaging remains consistent and that stakeholders - whether employees, customers, or partners - feel they are part of the recovery journey.

Beyond communication, maintaining brand equity during a crisis demands both empathy and a steadfast commitment to core values. Jasra advises, “Adjust messaging to be empathetic while preserving the company’s core values”. This balance ensures that the brand remains relevant and trustworthy, even as external circumstances evolve. Empathetic communication can strengthen customer loyalty and preserve the brand’s integrity during challenging times.

Scenario planning is another indispensable tool in a CMO’s crisis management arsenal. Jasra emphasizes the value of having a crisis playbook: “Having a crisis playbook ensures that the organization knows who is responsible for what, how to escalate issues, and how to communicate effectively with media and stakeholders”. By preparing in advance, organizations can respond swiftly and effectively, minimizing the impact of unforeseen events. A well-structured plan not only mitigates immediate risks but also lays the groundwork for long-term resilience and recovery.

Supporting Mergers and Acquisitions: A CMO’s Perspective

Mergers and acquisitions (M&A) are another area where CMOs play a pivotal role. Jasra outlines several key considerations, starting with brand assessment. “Understanding the strength of the acquired brand is critical. If it has significant value, it’s important to leverage that rather than dismantling it”, he explains.

Talent integration is another priority. “M&As often involve structural changes. The CMO must assess talent and determine how to integrate teams effectively”, he says. Additionally, technology audits and growth strategy evaluations are essential to ensure seamless integration. “Each acquired brand comes with its own assets and strategies. The goal is to leverage these strengths to achieve a one-plus-one-equals-three impact”, Jasra notes.

Finally, clear communication is vital during the integration phase. “Employees and customers need consistent messaging to navigate the changes. The CMO’s role is to ensure that the brand voice remains unified and aligned with the company’s long-term strategy”, he concludes.

Key Takeaways

Reflecting on the evolving role of the CMO, Manoj Jasra offers three critical insights that highlight the shifting responsibilities and growing strategic importance of this leadership position:

CMOs Are Strategic Growth Drivers: The modern CMO is no longer confined to overseeing branding and advertising. Today, they play a crucial role in driving business growth by integrating marketing into the broader organizational strategy. Their involvement in areas like acquisitions, product innovation, and sales enablement makes them indispensable at the executive table.

Short-Term Wins Build Long-Term Momentum: To secure long-term investments and strategic buy-in, CMOs must demonstrate quick wins. Over time, these small victories lay the foundation for scalable, impactful strategies.

Adaptability Is Key in a Changing Landscape: With advancements like generative AI redefining industry benchmarks, CMOs need to ensure their organizations remain efficient and agile. By adopting new technologies and rethinking traditional processes, marketing leaders can meet heightened expectations and deliver results at unprecedented speeds.

In a dynamic business environment where marketing transcends tactical execution, CMOs like Jasra exemplify the blend of creativity, strategy, and adaptability required to thrive.