Winning the Chaos: Lessons from the Battlefield for CMOs

A CMO’s Life Is a Battlefield

A CMO’s life is often a battlefield. We move between high-priority areas and activities daily—sometimes hourly.

One moment, we’re focused on pipeline creation, then we pivot to conversion, strategic messaging, PR, analyst relations, executive meetings, board meetings, team management, customer conversations, content, branding, regional strategies, partner relationships, online commerce, and the countless random requests from internal and external stakeholders.

 And then there are meetings. More meetings. And just when we think we have a handle on it all—unexpected crises emerge.

As a wise man once said, “Everyone has a plan until they get punched in the face.”

We strategize. We plan. But then reality hits—some moments are electrifying, others feel like a relentless onslaught. It’s easy to lose focus, chase the wrong priorities, or get bogged down in tasks that feel urgent but aren’t truly critical. The cost of misplaced focus? Missed opportunities.

Winning the Chaos: Lessons from the Battlefield

One of the best strategies I’ve learned to manage, survive, and dominate in the chaos comes from the military: Prepare. Train. Execute. Then, when the crisis inevitably hits—adapt and respond.

When chaos erupts, what’s the first move?

Address the biggest, most dangerous threat in front of you. Then move from there.

I love how Jason Redman, a former Navy SEAL and battlefield hero, explains crisis decision-making. His mindset is a masterclass in staying focused under pressure.

How This Applies to CMOs

1. Keep Your Eye on the Main Target

Most of the time, that means revenue and pipeline—new customer acquisition, expansion, and retention. Never lose sight of it.

2. Assemble, Uplevel, and Bond with Your Team

In battle, your team wins the war. It’s both about how AND who. Communication and trust are critical, not just within your team, but across partner teams like Sales, Product, Customer Support, and Finance.

3. Aggressively Build Brand

Think of this as your fortification and air cover. Brand-building doesn’t have to be expensive or flashy—it can be grassroots or highly strategic. But it needs to be intentional, consistent, measurable, and constantly optimized.

4. Arm Your Troops with the Best Weapons

This is where Product Marketing comes in. Sharp differentiation, powerful messaging, competitive intelligence, enablement tools—these are the weapons your team needs to win.

5. Establish Wartime Communications

Metrics and reporting, customer and partner feedback, competitive and social monitoring, analyst relations, press coverage—every data point matters. Analyze, act fast, and adjust as the situation evolves.

Deploy. Battle. Win.

But the fight never stops. The battlefield is never static. Competitors are always moving. Unexpected crises arise. And this is where Jason Redman’s advice is so crucial.

You must evaluate the battlefield constantly. When a critical attack comes, neutralize it—fast—so it doesn’t take you down. But be ready to fight on multiple fronts.

Like a pipeline funnel, personnel issues, and PR crises all hitting in the same week?  Prioritize. Assess based on gravity, impact, and outcomes. Execute. This is where your team and training make the difference. As the saying goes, “A gallon of sweat saves a pint of blood.”

Win the fight. Celebrate. Then take on even bigger goals.

What else is impossible?