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The most important skill for a CMO today is risk marketing. Risk marketing is the application of proven risk-management practices in marketing, and is predicated on the understanding of the risk of action — and the risk of inaction. This calibration of risk and reward is now a real-time practice given the sophistication of social, search and CRM data. These data sets serve as canaries in the coal mine for understanding the interconnectivity of risks.

The average tenure of a CMO has nearly doubled over the last 10 years, signaling that CMOs are improving how they’re managing complex risk. In the era of social media, seemingly unrelated events in supply-chain management, cyber security and corporate governance directly impact sales, purchase consideration and investor relations — traditional domains of the CMO.

This new complexity is illustrated through recent crises at Sony, Target, and the NFL. Issues such as cyber security quickly dominate the marketing agenda through the impact of declining brand reputation or falling sales. Every business issue potentially becomes a marketing issue today, especially when the tenets of risk management are not followed.

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