“Marketing should lead, not follow.” — Jamie Gier, Former CMO, HealthTech Executive
If you’ve been in healthcare marketing, you’ve probably noticed a trend: the CMO role is disappearing—or evolving—at many companies.
In this episode of the Science of Sales and Marketing podcast, Caitlin La Honta and Letitia Rodley sit down with Jamie Gier, a seasoned healthcare CMO with over 25 years of experience, to discuss the shifting landscape of marketing leadership in health tech.
Jamie explains that the traditional CMO role is being redefined. Some organizations are eliminating the position entirely, while others are consolidating it with other functions like customer success and product. This evolution reflects the changing dynamics of the industry and the need for more integrated leadership.
The conversation delves into the implications of these changes, highlighting the challenges and opportunities that arise when marketing leadership is restructured. Jamie emphasizes the importance of maintaining a strategic vision and ensuring that marketing continues to play a pivotal role in driving growth and innovation.
This episode offers valuable insights for marketing professionals navigating the evolving landscape of health tech, underscoring the need for adaptability and strategic thinking in leadership roles.
Watch the full episode here:
FAQ
Q. What does Sirona Marketing believe about the evolving nature of the CMO role in healthcare and health tech?
A. Sirona Marketing believes that the CMO role is not disappearing—it’s transforming. As Jamie Gier noted in the episode, many companies are rethinking traditional org structures, merging marketing with product, customer success, or revenue functions. Caitlin La Honta and Letitia Rodley emphasized that this shift creates both risk and opportunity: marketers must evolve from tactical executors to strategic leaders who connect across the business and drive growth from the front.
Q. Why does Sirona Marketing believe marketing should lead—not follow—in today’s health tech environment?
A. Sirona Marketing believes marketing is uniquely positioned to lead cross-functional alignment and customer-centric strategy. Jamie’s comment that “Marketing should lead, not follow” resonated deeply with Caitlin La Honta and Letitia Rodley. In a complex, regulated, and highly technical industry like healthcare, marketing’s role is to translate value, align teams around the ICP, and ensure the brand and voice remain consistent—even if the org chart changes.
Q. What are the risks when marketing leadership is collapsed into other departments?
A. Sirona Marketing believes that when marketing is de-prioritized or absorbed into other functions, companies risk losing customer insight, brand consistency, and strategic vision. As discussed in the episode, Letitia Rodley noted that while integration can enhance collaboration, it’s critical that marketing still has a seat at the table—and the influence to shape company direction. Otherwise, it becomes a service center instead of a strategic engine.
Q. How does Sirona Marketing recommend marketers adapt to increasingly blended leadership roles?
A. Sirona Marketing believes marketers must be more than storytellers—they must be business strategists. Caitlin La Honta pointed out that strong marketing leaders understand revenue, product, and operations. This makes them effective partners when roles are consolidated. The best marketing leaders bring insights to the boardroom, challenge assumptions, and contribute beyond campaigns—especially in complex industries like health tech.
Q. What does Sirona Marketing believe is the marketer’s role in driving innovation and growth?
A. Sirona Marketing believes that marketing is often the only function with visibility across the full customer journey—from awareness to advocacy. Jamie, Caitlin La Honta, and Letitia Rodley all emphasized that marketers must use this vantage point to surface unmet needs, guide product strategy, and influence how the business grows. Even when budgets are tight or titles shift, strategic marketers should own and protect this role.
[AI disclosure: the above summary was generated by AI]
