As CMO Role Is Going Under, what eCommerce Marketers Need to Know To Stay On Top?


In today’s rapidly evolving digital landscape, small and medium eCommerce businesses face the challenge of keeping up with shifting marketing trends and roles. Recently, significant changes have been observed, particularly regarding the role of Chief Marketing Officers (CMOs) and the emergence of new job titles in the United States


Let’s delve into these trends and explore their implications for the average marketer, as well as how leveraging no-code, integrated, all-in-one martech solutions can support marketers in staying well-rounded in all integrated functions that deliver wealth to the business.


Understanding the Trends:


The traditional role of the Chief Marketing Officer (CMO) is undergoing a transformation. Many companies, including prominent brands like UPS and Etsy, have eliminated the CMO position and redistributed its responsibilities across other roles, such as Chief Commercial and Strategy Officers. This trend signals a shift in how organizations perceive marketing within the broader business context. Additionally, LinkedIn’s recent analysis of the fastest-growing job roles in the United States reveals that several positions within sales, marketing, and communications departments are undergoing a significant transformation. 


This trend underscores a fundamental reevaluation of how organizations perceive the role of marketing within the broader business context. No longer confined to a siloed department focused solely on promotions and advertising, marketing is increasingly recognized as a strategic driver of business growth and innovation. By integrating marketing functions into overarching commercial and strategic frameworks, companies aim to foster a more cohesive approach to driving revenue, enhancing customer experiences, and shaping long-term business strategies.


Moreover, LinkedIn’s analysis mentioned above, reveals a proliferation of new positions within sales, marketing, and communications departments, reflecting the dynamic nature of the industry. These emerging roles encompass a diverse array of responsibilities, ranging from revenue operations and influencer marketing management to external communications and partnerships development.


As businesses adapt to the realities of an increasingly digital and interconnected world, the delineation between traditional marketing functions and other business operations continues to blur. This convergence necessitates a more holistic approach to marketing, where professionals are not only proficient in traditional marketing tactics but also possess a deep understanding of broader business strategies, market dynamics, and customer behaviors. In essence, the transformation of the CMO role and the emergence of new job titles reflect a paradigm shift in how organizations conceive and execute marketing strategies in today’s hypercompetitive marketplace.


Implications for Marketers:


The traditional paradigm of specialization in a single aspect of marketing is no longer sufficient to thrive. Instead, marketers must embrace a more comprehensive skill set encompassing a broad range of integrated functions that drive business growth and success.


One of the key implications of this shift is the need for marketers to broaden their expertise beyond traditional marketing tactics. While skills in areas such as branding, advertising, and content creation remain valuable, they must now be complemented by proficiency in diverse areas critical to business success. This includes understanding and contributing to revenue generation strategies, which may involve optimizing pricing models, identifying new monetization opportunities, and leveraging data analytics to enhance sales performance.


Moreover, marketers must possess insights into market dynamics and trends to facilitate effective market expansion strategies. This entails conducting market research, identifying new target segments, and developing tailored marketing campaigns to reach and engage with these audiences. Additionally, as influencer marketing continues to gain prominence as a powerful marketing tool, marketers must cultivate skills in building and managing partnerships with influencers to amplify brand awareness and drive conversions.


Furthermore, strategic pricing has emerged as a crucial aspect of marketing in today’s competitive landscape. Marketers need to understand pricing strategies, conduct pricing analysis, and adjust pricing tactics to maximize profitability while remaining competitive in the market. This requires a blend of analytical skills, market knowledge, and strategic thinking to strike the right balance between value proposition and pricing strategy.


In essence, the implications of these trends for marketers are clear: adaptability and versatility are essential for success. Marketers must proactively acquire a diverse skill set that spans traditional marketing disciplines as well as newer areas of focus such as revenue generation, market expansion, influencer partnerships, and strategic pricing. By staying abreast of industry trends, continuously honing their skills, and embracing a holistic approach to marketing, marketers can position themselves as invaluable assets to their organizations and drive sustainable growth in an ever-evolving marketplace.


Harnessing Martech Solutions for Success:


In navigating these changes, small and medium eCommerce businesses can leverage no-code, integrated, all-in-one martech solutions to support their marketers. 

  • No-Code, Integrated, All-in-One Martech Solutions: Small and medium ecommerce businesses can benefit from leveraging martech solutions that require minimal coding knowledge, are integrated across various functionalities, and provide a comprehensive suite of tools.
  • Usable Datasets: These martech platforms offer access to rich and actionable datasets, providing marketers with valuable insights into customer behavior, market trends, and campaign performance. Marketers can leverage this data to inform their strategies, personalize customer experiences, and drive more effective marketing initiatives.
  • AI Prediction Analytics Support: By harnessing the power of artificial intelligence (AI), martech solutions can offer predictive analytics capabilities that enable marketers to anticipate future trends, identify potential opportunities, and mitigate risks. AI-driven insights empower marketers to make informed decisions and optimize their strategies for maximum impact.
  • Advanced Marketing Automation Capabilities: Martech solutions often include sophisticated marketing automation features that streamline repetitive tasks, improve workflow efficiency, and enable personalized communication at scale. From email marketing automation to social media scheduling and lead nurturing, automation tools help marketers save time and resources while delivering targeted and timely messaging to their audience.
  • Enhanced Efficiency and Optimization: By utilizing no-code, integrated, all-in-one martech solutions, marketers can streamline their processes, eliminate manual tasks, and improve overall efficiency. This allows them to focus their time and energy on strategic activities that drive business growth, such as campaign optimization, audience segmentation, and performance analysis.
  • Staying Ahead of the Curve: In a competitive market environment, it’s crucial for small and medium ecommerce businesses to stay ahead of the curve. Martech solutions provide the tools and capabilities necessary for marketers to stay agile, adapt to changing market dynamics, and capitalize on emerging opportunities. By embracing these technologies, businesses can maintain a competitive edge and achieve sustainable growth in the digital marketplace.



As the marketing landscape continues to evolve, small and medium ecommerce businesses must adapt to stay relevant and competitive. Understanding the shifting roles within the industry and the need for diverse skill sets is crucial for marketers aiming to advance their careers. By embracing no-code, integrated, all-in-one martech solutions, businesses can empower their marketers with the tools and insights needed to thrive in an ever-changing digital ecosystem. With the right strategies and technologies in place, small and medium ecommerce businesses can position themselves for success in the dynamic world of digital marketing.


SALESmanago is a Customer Engagement Platform for impact-hungry eCommerce marketing teams who want to be lean yet powerful, trusted revenue growth partners for CEOs. Our AI-driven solutions have already been adopted by 2000+ mid-size businesses in 50 countries, as well as many well-known global brands such as Starbucks, Vodafone, Lacoste, KFC, New Balance and Victoria’s Secret.

SALESmanago delivers on its promise of maximizing revenue growth and improving eCommerce KPIs by leveraging three principles: (1) Customer Intimacy to create authentic customer relationships based on Zero and First Party Data; (2) Precision Execution to provide superior Omnichannel customer experience thanks to Hyperpersonalization; and (3) Growth Intelligence merging human and AI-based guidance enabling pragmatic and faster decision making for maximum impact.

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