For Brand Success, CCOs Mine Employee Input, CMOs Drive Social Media Impact
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CMO+CCO Meter

A recurring tracker of marketing and communications leaders’ sentiment as to the impact they are having on their businesses and the value they are creating.

Communications and marketing leaders who successfully drive business impact are more likely to collaborate closely with the CEO, human resources (HR) and legal than their peers whose impact is less significant. When it comes to brand-building efforts, both teams collaborate with HR to develop internal and external messaging but communications leaders are more likely to consider employees’ attitudes and insights as a matter of course. The exception is when employees are leveraged as social media ambassadors, with marketing more likely to be heavily involved in such campaigns. The CMO+CCO Meter from The Conference Board offers insights that help clarify shifting roles and responsibilities around branding.

For Brand Success, CCOs Mine Employee Input, CMOs Drive Social Media Impact

May 23, 2025

Communications and marketing leaders who successfully drive business impact are more likely to collaborate closely with the CEO, human resources (HR) and legal than their peers whose impact is less significant. When it comes to brand-building efforts, both teams collaborate with HR to develop internal and external messaging but communications leaders are more likely to consider employees’ attitudes and insights as a matter of course. The exception is when employees are leveraged as social media ambassadors, with marketing more likely to be heavily involved in such campaigns. The CMO+CCO Meter from The Conference Board offers insights that help clarify shifting roles and responsibilities around branding.

Key Insights

  • Overall, 74% of chief marketing officers (CMOs) and chief communications officers (CCOs) who increased their team’s business impact over the past six months report a “strong” relationship with HR; specifically, 86% of communications leaders report such a relationship with HR while 68% of marketing leaders report the same.
  • Marketing and communications leaders both collaborate with HR on internal and external brand-building efforts but in different ways: communications leaders more likely to incorporate employee insights into their work, with 67% of comms leaders doing so, compared to 28% in marketing.
  • Marketing leaders are more likely to collaborate with HR on employee social media ambassador programs (72%) compared to communications leaders (43%).

A Greater Need for Collaboration Amid an Increase in Channels for Brand Exposure

Corporate branding has evolved into a team sport engaging market

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Author

Jennifer Mathissen

Jennifer Mathissen

Former Senior Director, M&C

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