Why CMOs Never Last
Synopsis
"The Problem
Four-fifths of CEOs are dissatisfied with their firms’ chief marketing officers. Not surprisingly, CMOs have the highest turnover in the C-suite.
Why it Happens
Most CMO jobs are poorly designed. The expectations set for the role don’t align with the responsibilities given or the metrics for success.
The Solution
CEOs must decide which type of CMO they need: a strategist, who makes decisions about the firm’s positioning and products; a commercializer, who drives sales through marketing communications; or an enterprise-wide leader with P&L responsibility, who does both. Recruiters should guide them through this choice and help design the job appropriately, and CMO candidates must ensure they understand the role before signing on."
- Copyright:
- 2017 Harvard Business School Publishing Corporation
Book Details
- Book Quality:
- ISBN-13:
- Publisher:
- Harvard Business School Publishing
- Date of Addition:
- 2018-12-18T18:18:41Z
- Language:
- English
- Categories:
- Usage Restrictions:
- This is a copyrighted book.