The CMO Is Only Part of the Problem: Marketing Effectiveness Requires a Team Effort
September 15, 2009
Today, the chief marketing officer (CMO) is too often a C-Suite member only because someone put a "C" in the title. CMOs rarely report to the CEO, and they have far shorter tenures than the rest of the C-Suite. Improving the length of CMO tenure requires changing the way Marketing is run and how senior management perceives it. In this research report, Rob Duboff, CEO and co-founder of HawkPartners, looks at ways to lengthen CMO tenure and improve Marketing's performance, starting with establishing a definition of what the enterprise wants and needs from Marketing that is associated with accountability (shared or sole) and firm time lines.
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