Why Cohere Matters for CMOs
Cohere reaches employees using internal enterprise assistants built on Cohere models. When those buyers ask it which vendor to use, it answers from the documents and search sources each deploying company connects, so your brand is either in that answer or a competitor is. For a CMO that turns Cohere into a share-of-voice channel you can track alongside organic and paid, not a technical detail to delegate.
The Cohere Mistake to Avoid
Writing robots.txt rules for a Cohere crawler. Cohere documents none, so those rules change nothing; what Cohere can use comes from the documents and search sources each deploying company connects.
Action Items for CMOs
Run 20–30 buying-intent prompts through Cohere's API and record which brands it names
Report Cohere share of answers next to organic and paid share of voice every quarter
Have your web team confirm the basics: Keep pages crawlable by standard search bots (Cohere documents no crawler of its own)
Brief content owners on the prompts where Cohere names competitors but not you
Set a quarterly target for brand mentions on your priority Cohere prompts
What CMOs Should Track in Cohere
Share of your Cohere prompt set that mentions your brand
Your position when Cohere names several vendors
Accuracy of how Cohere describes your positioning and pricing
Competitors Cohere names where you don't appear
Frequently Asked Questions
How should a CMO measure Cohere visibility?
Keep a fixed set of buying-intent prompts, run them in Cohere on a schedule, and log how often your brand is named, where it sits among named vendors, and whether the description is accurate. A stable prompt set is what makes quarter-over-quarter changes meaningful.
What decides whether Cohere can mention our brand at all?
Cohere states it does not use its own bots or user agents to crawl the web. Its models answer from documents the deploying company supplies (RAG), so visibility depends on being in the sources those companies connect. Beyond access, Cohere can only repeat what your public pages state clearly, so a vague positioning page limits what it can say about you.
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