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All about CMO’s
Does a CMO have a place in the boardroom next to other executives? Is the title just another of the endless string of Chief Officers companies have been coming up with recently? How can a CMO’s effectiveness be judged alongside a CFO’s or CEO’s? These are just some of the questions today’s Marketing Xfactor lead story and column attempt to answer. Do you think a CMO position is necessary at most companies? Should the role and responsibilities be markedly different from that of other C-suite executives? Why do you think CMO’s have such a short shelf-life?
the L.T. Hill comment looks liek it referring to something I don't see. Regardless, the priorities of a CMO are so often able to be usurped by other execs. I knwo that I laughed when I first heard of a company with someone in the position CMO...I thought what is s/he going to do? I ahve since learned more, but I think its all in the definition, scope and expectations. I think its a hard piece of ground to hold onto. When its good and working, other execs in sales, marketing, business strategy or general exec. positions are going to lay claim to a piece of it, or move to carve off credit for successes. A CMO in a turf war is a pure wasted resource.
Brain isn't currently working -- next to last paragraph re CMO's -- it refers to "CMO with P & L responsibility" -- not sure if I have the P&L defined correctly...???