A practical executive guide introducing The 12 CMO Archetypes™
and the thinking behind The CMO Legacy Framework.
Why this guide exists
Most Boards ask:
"Who should we hire?"
This guide explains why that's the wrong first question.
Instead, it introduces a practical framework for identifying the marketing leadership mandate your organisation actually needs.
Inside the Guide.
✓ The 12 CMO Archetypes
✓ The Board Diagnostic
✓ The £1M hiring mistake
✓ The Mandate Matrix
✓ Interview questions
✓ The Board scorecard
Existing CMO frameworks classify people. This framework
classifies mandates. That's the difference.
01
Evidence-Based
Thinking
02
Board Mandate
Diagnosis
03
Executive
Facilitation
Ready to identify the marketing leadership mandate your business actually needs?