The Problem:
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.
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