The position of Chief Marketing Officer (CMO) was created to elevate the responsibility of demand creation and branding to C-level status. It has been a short and rocky experiment so far. The average lifespan of a CMO is arguably less than 18 months. The VP Marketing-turned-CMO is often too rooted in tactical marketing terms that most CEOs don’t fully understand, like branding and engagement rather than revenue and cash flow. But today’s CMO is spreading his/her leadership wings; a change, largely, due to the internet.
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