HBR: 80% of CEOs are dissatisfied with their chief marketing officer

By Jason Mudd

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The Problem
80% of CEOs are dissatisfied with their chief marketing officer. 
Not surprisingly, CMOs have the highest turnover in the C-suite.
80% of CEOs are dissatisfied with their chief marketing officer.
 

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 CEOs through this choice and help design the job appropriately, and CMO candidates must ensure they understand the role before signing on.

- Harvard Business Review

Topics: CEO, CMO

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