CMOs are seen as more valuable, but shouldn’t be, according to Harley. He points out that CMOs are seen as more important because they add value and drive sales generation and brand enhancement. CMOs calls major shots when it comes to corporate communications. CMOs know their brands thus know how to market it.
CCOs, Harley argues, need to set up more one-on-one meetings with top corporate leaders. During those meetings they should share strategic ideas for generating sales leads and creating differentiation for the company’s products and services. They need to show they can strategize corporate growth as well as PR.
If this happens, it’s more likely the CEO will want communications pros at the next meeting when top-level strategy is discussed.