Abstract
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.
The content you requested is only available to active Members of the ANA. If you are an ANA Member, please login, above, to view this content. If you'd like to find out how to become a member, please call us at 212-697-5950.
