The CMO Is Only Part of the Problem: Marketing Effectiveness Requires a Team Effort

Tue, 15 Sep 2009 10:00:00 -0400
Leading Edge

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.