CMO vs. VP of Marketing: Who Does Your Business Really Need?

You know you need marketing leadership, but here’s the question: Do you need a CMO… or a VP of Marketing?

It’s one of the most common crossroads companies face. Get it right, and you unlock go-to-market clarity, pipeline growth, and brand momentum. Get it wrong, and you risk bloated spend, misaligned strategy, and missed revenue goals.

So how do you decide what level of marketing leadership is right for your business?

Let’s break it down.

First, Know the Difference

VP of Marketing

Typically a hands-on builder who thrives in early- to mid-stage environments. They’re focused on execution, leading demand generation, campaigns, content, product marketing, and supporting sales enablement.They know how to build the engine and start showing results quickly.

Great fit if you need:

• Net-new pipeline generation

• Campaign strategy + execution

• Someone to “roll up sleeves” and build the playbook

• Execution that scales with growth

  
  

Chief Marketing Officer (CMO)

Usually a strategic leader with broad scope across brand, GTM strategy, customer lifecycle, and executive alignment. CMOs are key partners to the CEO and often manage large teams and budgets across multiple marketing functions.

Great fit if you need:

• Brand repositioning or category creation

• Multi-channel strategy across regions or products

• A marketing seat at the executive table

• Leadership of a mature, multi-layered marketing org

  
  

Now, Match to Your Stage

Business Stage	Who You Likely Need
Early-stage (<$10M ARR)	Strong VP of Marketing with full-stack capabilities
Growth-stage ($10M–$50M ARR)	Seasoned VP or emerging CMO depending on velocity and team structure
Scale-up ($50M+ ARR)	Proven CMO with strategic chops and team leadership
Pre-IPO / Enterprise	CMO with brand, investor, and international experience

3 Key Questions to Ask Yourself

1. Do we need a builder or a scaler? If your programs don’t exist yet, a VP is likely your best bet. If you need to refine and scale what’s working, consider a CMO.

2. Do we have the budget to support a full-function team? A CMO without the right resources is a mismatch. If your budget is lean, a VP who can wear multiple hats is more impactful.

3. What does marketing success look like in the next 12–18 months? Need pipeline fast? Go with a VP. Need to reposition, build category authority, or lead GTM expansion? You’re likely in CMO territory.

   
   

When in Doubt, Get Help

We’ve seen companies burn months (and millions) hiring at the wrong level. The good news? It’s avoidable.

A strategic search partner can help you:

• Clarify the role based on your goals

• Define the right scope and title

• Attract candidates aligned with your stage and trajectory

  
  

Whether you’re ready for a CMO or just need a rockstar VP to drive results, making the right call today can shape your growth for years to come.