Archive for June, 2007
Want to be a CMO? Good luck!
A recent article in Fast Company, very nicely written by Ellen McGirt indicates that being a CMO is a risky proposition. If you attended the Liquid Brand Summit this would come as no surprise. CMOs are relatively new to the C-suite, and the performance expectations are both huge and rather unclear. According to the Best Practices Report 2007, “The average tenure of a CMO is less than two years. This is barely enough time to identify the issues, develop new strategies, recruit new personnel, and implement new initiatives. Real and meaningful change takes time, and it happens incrementally.” Additionally, “CMOs need to focus on quick wins to build organizational credibility and momentum” and “(CMOs) must have”C-level” metrics accepted and supported with adequate budget to achieve and measure them.” To read more, download the report on the website.
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