Tag Archives: Chief Marketing Officer

And Again with a Title Change for the CMO

Almost 3 years ago I wrote about the Chief Revenue Officer phenomenon. Well seems it is still in style. Coca Cola just “retired” their CMO and will be replacing him with a “Chief Revenue Officer.” Is that a euphemism for … Continue reading

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Does A CMO Add Any Value To A Company?

Well there’s a loaded question. This question has been posed for many years (at least 12) and the answer depends on who you ask. In 2003 a paper was written showing that CMOs increase revenue. (Though given the small percentage … Continue reading

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In The Continuing Quest For I’m Not Sure What…

JC Penney is still finding ways to amaze me; and not in a good way. I’ve railed on them for a while as regular readers know. (New readers just do a search of the blog for Penney.) Last month they … Continue reading

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Who or What is a Chief Growth Officer and Why Would You Need One?

Sometimes I think this whole “title” thing is like rearranging the deck chairs on the Titanic. Or maybe it’s just to distract the Board. Or, as my father┬ásays, “confusing motion with progress.” This could just be a variation on the … Continue reading

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How Can You Call Yourself A CMO If This Is True?

The title of Chief Marketing Officer is controversial. Some who hold it think it is insufficient. Others who hold it are really just the Chief Marketing Communications Officer (CMCO). People who hold the position often state that the position gets … Continue reading

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The CEO is the CMO

Back in January I posted briefly on the fact that the CEO is the defacto CMO in companies that do not have one. In truth, many CMOs are only responsible for the “communications” aspect of Marketing, and in those companies … Continue reading

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Suddenly Chief Marketing Officer is Not the Right Title

A recent article in Advertising Age, “Don’t Call Me CMO: Top Marketers Say Job Has Evolved Beyond Title” reflects the sad state of the profession. The topic of the job title came up at a recent ANA conference. Comments included … Continue reading

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Are UK CMOs really CMOs?

According to an article in Marketing Week, a recent study by the Chartered Institute of Marketing found that only 45% of UK CMOs are guaranteed involvement in the development of new products and services. Since marketing involvement in the development … Continue reading

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CMO’s sticking longer

Spencer Stuart notes that CMO tenure has increased consistently since 2004 from an average of 23.6 to 45 months. Debate as to cause abounds. Since it’s been a steady rise each year, I postulate that it’s due to CMOs and … Continue reading

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Maybe we’re just Marketing snobs?

Advertising Age ran an article about the “expanding role” of the CMO. As you might expect, this article got my attention. Unfortunately, I was again stunned by what CMOs must have thought their jobs were before because the article’s definition … Continue reading

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