80% of CEOs are dissatisfied with their chief marketing officer.
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.
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.