Sophie Devonshire is the CEO of The Marketing Society, the global network of marketing leaders. She is also the author of the books “Superfast: Lead at Speed” and “Love Work”.
Marketing has always been a career in which you can wear more than one hat. But, lately, you could be forgiven for feeling that the stack of headwear is getting a little heavy.
When I entered the industry, I fell in love with the unique blend of commerce and creativity, the psychological insights, and the power of ideas.
Thirty years later, we find ourselves in a fourth industrial revolution. The pressure to navigate constant change, manage ambiguity, juggle multiple demands, and keep up with everything from shifting consumer behaviours to advancements in AI has prompted some to call marketing leadership “the impossible job”.
But marketing doesn’t have to be impossible. Here are five ways to succeed in a discipline that is more demanding than ever.
1. Don’t carry it all
One of the greatest challenges chief marketing officers (CMOs) face today is the psychological pressure to be the perfect leader who knows and does everything. But leadership isn’t about carrying it all — it’s about teamwork, collaboration, and uniting people toward a common goal.
By identifying your energies and strengths, you can better focus on what drives the most value.
A key part of that is forming strategic partnerships with agencies, consultancies, and experts who can help accelerate progress. In other words, rather than carry the weight of the world, CMOs can be the ultimate connector and curator.
Delegating doesn’t have to mean discarding the tasks that got you fired-up in the first place. By identifying your energies and strengths, you can better focus on what drives the most value, as well as personal satisfaction. This clarity not only boosts personal effectiveness but also enhances your ability to lead others.
2. Positive relationships drive results
Good marketing leaders overcome overwhelm not only by anticipating trends and managing uncertainty but also by fostering collaboration across the organisation. Thriving in this demanding role means knowing when to seek support and how to rally teams around a shared vision that drives organisational success.
The CMO-CFO relationship is particularly crucial. When cost control becomes a priority, it’s tempting to view the CFO as simply a cost-cutter. But shifting your perspective — thinking of chief financial officers (CFOs) as “chief value officers” who help drive the business forward, rather than just holding the purse strings — is a collaborative way to lighten the load.
When CMOs and CFOs work together, it makes a huge difference. Building such strategic alliances is a key factor in thriving as a CMO, turning the “impossible” into the achievable.
3. Curate your personal ‘advisory board’
Everyone needs a sounding board. Surrounding yourself with experts from various fields is a smart way to gain actionable counsel to deal with what’s new in a fast-moving world.
A personal “advisory board” is a hand-picked group of trusted individuals you can assemble to provide guidance, support, and accountability as you navigate your career or personal development. The likes of Brenee Brown and Oprah Winfrey use the idea to great effect.
Stack your board with specialisms other than your own. I have a friend who is one of the best tech brains I know. So when I see him, I ask: “What apps have you got? What are your thoughts on XYZ?” Such conversations always broaden my perspective and help me stay ahead of the curve.
4. Start with a personal brand
CMOs face the same predicament as football managers — they have to deliver quickly, even though building the relationships that create success takes time.
Overcome initial hesitation by making sharing a regular habit.
However, when a new starter comes in with an established, visible reputation, it jump-starts internal trust. Colleagues are more likely to have patience and confidence that a CMO with reputation will deliver. This grants recognised leaders an edge, providing the breathing room needed to focus on long-term strategy rather than scrambling for quick wins.
Creating that brand means publishing your provenance. If you have valuable insights or experiences, consider them a gift to others rather than self-promotion.
Overcome initial hesitation by making sharing a regular habit. While sharing your story may expose you to judgement, see it as an opportunity to make “the impossible job” easier — not just for yourself but also for others.
5. Manage your energy, not just your time
As you progress in your career, particularly in senior marketing roles, managing your energy becomes as important as managing your time.
You can do anything, but you cannot do everything.
To research my book “Superfast: Lead at Speed”, I spoke to more than 100 different leaders. A common theme was their focus on energy management and how ruthless diary prioritisation makes such a difference.
Success is not just about what you accomplish but also about how you maintain your well-being while doing so. Even renowned leaders such as Warren Buffett and Bill Gates adhere to the “five-hour rule”, dedicating at least five hours each week to learning.
A friend once gave me some sage advice: “You can do anything, but you cannot do everything.” Managing our time wisely is crucial. Reaching our goals depends on the choices we make — how we allocate our time, what we prioritise, and how we show up for our teams, customers, and, most importantly, ourselves.
Road of possibilities
Mastering the “impossible job” as a CMO isn’t about having all the answers or always getting it right — it’s about adopting the mindset and strategies that turn challenges into opportunities.
By weaving these mantras together, you can help guide your team and organisation through the ever-evolving marketing landscape. So embrace the challenge, build your network, and never stop learning.
