Unreasonable Expectations Endanger CMOs
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Own the customer experience. Represent the voice of the customer. Uncover data-driven insights and implement tactical solutions based on those findings. Create a brand. Understand an ever-changing digital landscape. Launch ad campaigns. Manage marketing agencies. Infuse the brand into a growing number of touchpoints, online and off. Select and oversee an alphabet soup of DSP, DMP, CRM, ESP. And on, and on and on.
The purview of the chief marketing officer has become an amorphous, every-growing amalgam of traditional marketing, technology management (vendor selection, implementation and execution) and, of course, the creation of brilliant ad campaigns.
Why do we keep reading about how CMOs last less than two years in their position? Because nobody can do all of those things.
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