Why you need to know your e.l.f.ing numbers with Kory Marchisotto [Uncensored Renegades]

The marketing function's core challenge is its inherent ambiguity, not poor branding. Unlike finance or sales, its scope is ill-defined. A CMO's primary job is to be a "decoder," translating marketing activities into concrete business impacts, like revenue, that other C-suite leaders can immediately understand.

Breakthrough campaigns like KFC's "FCK" apology aren't random acts of courage; they are the result of years of building trust and proving results. CMOs must earn the right to be bold through consistent, smaller wins ("three-point shots") that build credibility with the board and C-suite over time.

While a strong personal style is valuable, a CMO's primary role is to operate at the intersection of who they are and what the brand represents. The job isn't to be a "rock star" imposing a singular vision, but to deeply understand the brand's DNA—what its community loves about it—and amplify that truth.

To get a major initiative approved, don't just pitch the vision. Interview key decision-makers beforehand and ask for every possible objection. Then, build your pitch around a mitigation plan for each concern, removing every reason for them to say 'no' before you even formally present.

CMO Kory Marchisotto outlines a five-step formula for creating breakthrough work: 1. Tune in to your customer. 2. Dream big (head in the stars). 3. Execute pragmatically (feet on the ground). 4. Move fast at the speed of culture. 5. Have fun, because it shows in the work.

Instead of demanding a large budget upfront, CMOs should partner with the CFO on a pragmatic, step-by-step journey. At e.l.f. Cosmetics, the marketing budget grew from 6% to 24% of net revenue over six years by proving the ROI of each incremental increase, building a strong case for continued investment over time.