The First 100 Days as CMO

For newly appointed CMOs, the first 100 days represent more than just a transition, they are a critical period in which the groundwork is laid for long-term impact, credibility, and strategic alignment.

Today’s CMOs are navigating more complexity than ever before. As McKinsey’s recent global studies show, marketing leaders are now expected to drive cross-functional growth, embrace new technologies such as generative AI, and link brand activity directly to business performance. Yet, many still step into organisations with unclear mandates, siloed teams, and fragmented expectations.

At Winston Rowe, we’ve seen first hand that CMO success isn’t about hitting the ground running with flashy ideas. It’s about listening, aligning, building credibility and connecting the marketing function to the wider growth agenda.

So what does a high-impact CMO onboarding look like? Based on current research and executive hiring trends, here’s what the first 100 days should focus on.

The initial phase is not about proving yourself through action. It’s about developing a clear understanding of context. CMOs who rush into delivery often miss the political, operational, and strategic nuance needed to lead effectively.

Key priorities in the first month:

• Stakeholder mapping and interviews across the C-suite, commercial functions, product, technology, and operations
• A functional audit of marketing’s current capabilities, structures, agency ecosystem, and performance measurement
• Understanding the data and tech landscape—where marketing insight is derived from, how customer data is used, and how agile current systems are
• Identifying alignment (or lack thereof) between business strategy and brand/comms strategy

CMOs must frame their role around growth leadership, not just brand stewardship. Early on, this means speaking the language of the CFO and CEO: outcomes, investment, and accountability.

By this stage, CMOs should begin to translate insight into action, defining the function’s strategic focus, identifying quick wins, and building the business case for capability development.

Focus areas:

• Define a North Star: A single, strategic narrative that ties customer value, marketing ambition, and business performance together
• Design a connected operating model: Clarify roles, establish cross-functional ways of working, and build shared goals with product, tech, and commercial teams
• Clarify measurement frameworks: Introduce or refine performance reporting that ties marketing effort to ROI, revenue contribution, or brand equity

This is also the stage to begin reshaping relationships, not only externally with agencies and platforms, but internally with peers. CMOs must position themselves not as functional leads, but as strategic partners who can help drive revenue, brand trust, and operational transformation.

CMOs today are not just marketing leaders—they are growth architects. But to succeed, they must be embedded in the operating system of the business, not positioned as a tactical function on the side.

McKinsey’s research found that high-growth organisations are seven times more likely to have a “Unifier CMO”—someone who works across functions, builds trust across the C-suite, and transforms customer insight into commercial strategy.

At Winston Rowe, we help companies not only identify the right CMO—but support them to land well, lead clearly, and connect deeply. Because marketing that works in isolation won’t move the business forward. But marketing that’s connected to strategy, systems, and stakeholders?

That’s what unlocks growth.