Most people agree that social media has changed marketing forever. Exactly how is the subject of many academic debates. We believe the most dramatic change social has provoked in marketing is in the way it has greatly amplified the impact people (not demographics, not faceless viewers, but real, living, breathing, individual people) can have on a brand, business or cause.
Today, it is often people who control the destiny of your business. Gone are the days when you can make an impact by simply paying for the ability to broadcast your message to a captivated cohort of willing eyeballs. Today, if people don’t like, comment on, engage with, or share your message, it may as well be that proverbial tree falling in the forest.
Can you hear me now?
We’re still very early in this game, but savvy marketers understand this shift. Before social media, marketers thought about “people” in terms of “collections of people” (women 25-40; teens; men with HHI > $100k). But today, “collections of people” are much less important than those individuals with the potential to have the greatest impact.
The first challenge of course is to figure out the right people who can have that impact on your business -- they are different for everyone. Then, you need to unlock the potential power of these individual people by creating strong, authentic, mutual relationships. So the practice of generating and maintaining strong relationships is quickly emerging as a universal business imperative.
So much so we are seeing organizations formalizing this practice and dedicating more resources to it. Today, the seeds for this practice lie in community management. This function is even becoming common in less digital-savvy organizations. Soon there will be Directors of Relationship Management for different constituencies (key customers, key developers, key thought leaders, key journalists, key fans, etc).
And shortly after that, we will see an even higher-level position in every major business, which will set the strategic vision for and organize the relationship management practice for the organization. The CRO. Chief Relationship Officer. And this is what the job description will look like.
*Your Company's Name* is actively seeking a talented Chief Relationship Officer to design, build and drive the growth of a robust relationship ecosystem for our business. This ecosystem will be designed to help our company forge, build and maintain essential relationships with top stakeholders such as:
We are very serious about the importance of key relationships and see them as essential to helping *Your Company's Name* become one of the most important companies in the *Your Company's Market* . We view the CRO role as one of the most important functions within the company.
This position will report directly to our CMO and will work cross-functionally to ensure that each group in the company is appropriately involved in major relationship-building activities that will benefit the whole.
Our Chief Relationship Officer will be responsible for:
We understand that it is not likely that anyone would have had any previous experience in a similar role, but some relevant experiences that will help ensure success in this role:
Personality, Skills & Passions
Some things that would help you be successful in this role include:
What do you think? Have you hired for this role before? Are you in this role today or aspire to create it for yourself? What skills and experience do you think need to be added to this list?
Please share your comments with me here. I’m looking forward to this conversation!