Why CMOs Never Last: And What to Do About It
By: and and and and
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- Synopsis
- "The Problem Four-fifths of CEOs are dissatisfied with their firms’ chief marketing officers. Not surprisingly, CMOs have the highest turnover in the C-suite. Why it Happens Most CMO jobs are poorly designed. The expectations set for the role don’t align with the responsibilities given or the metrics for success. The Solution CEOs must decide which type of CMO they need: a strategist, who makes decisions about the firm’s positioning and products; a commercializer, who drives sales through marketing communications; or an enterprise-wide leader with P&L responsibility, who does both. Recruiters should guide them through this choice and help design the job appropriately, and CMO candidates must ensure they understand the role before signing on."
- Copyright:
- 2017
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business School Publishing
- Date of Addition:
- 12/18/18
- Copyrighted By:
- Harvard Business School Publishing Corporation
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
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