Almost two years ago I asked the question for the first time as to whether a company needed a CMO. I noted in that post that all companies have CMOs whether it’s full-time or part-time. As I said then, and believe now, the CEO is the defacto CMO unless and until he/she hires a full-time CMO, with real Marketing (as opposed to just Marketing Communications) responsibility.
A recent article looks at the problem backwards (from my perspective) by considering what CMOs are responsible for today and concluding: “Taking stock, the CMO’s agenda now looks more and more like the CEO’s or COO’s agenda.”
As we note in our book, Value Acceleration, the only remaining source of competitive advantage is from Marketing (and no we don’t mean Marketing Communications.)