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Brandweek, March 12, 2008 — More CMOs are becoming CEOs. When Uli Becker was promoted from CMO to president and CEO of Reebok last week, he entered adomain that had been typically occupied by executives with strong backgrounds in finance and operations, but not necessarily marketing.
Marketing Charts, March 11, 2008 — Despite a growing trend to centralize the marketing function and integrate its disciplines, only 13% of senior marketers are very satisfied with their company’s marketing structure, according to new research by the Association of National Advertisers.
Moreover, though 37% of executives surveyed report that their marketing department interacts and advises their company at a higher level now than two years ago, only 21% say marketing interacts at the C-level of the company:
Marketing Profs, March 3, 2008 — I've been at this CMO role for a really long time: seven months, to be exact. Which, depending on what industry report you happen to read, is one-half to one-third of the average CMO's tenure. So in some ways, I already feel like a dinosaur.
Not to mention that I'm a CMO at a company that didn't have to, or didn't need to, market itself previously; nor had it ever had a traditional marketing "budget" for things like public relations, media buying, trade marketing and sponsorships, or professional organization alignment and participation.
Oh, I almost forgot: When I was hired, I had a staff of one. Me.
Advertising Age, December 21, 2007 — The start of a new year is always a good time to reflect on the past and think about the future. But for CMOs, this end-of-the-year taking stock quickly puts a damper on holiday celebrations.
CMO tenure remains depressingly low, marketing effectiveness has been disappointing and CEOs are all too quick to notice poor results.
We feel your pain. To help brighten your outlook on the year ahead, we compiled a list of the top 10 things CMOs can do to dramatically help themselves, their brands and their companies
Advertising Age, December 18, 2007 — From Tenure to Green Marketing to Consumer Control — Expect More of the Same in '08
Marketing Charts, December 14, 2007 — Two-thirds of chief marketing officers (CMOs) want more involvement in business strategy development and increased profit & loss responsibility, according to a joint study conducted by Forrester Research and Heidrick & Struggles International (via BtoB).
Brandweek, December 10, 2007 — In fact, more than a third (34%) of CMOs aspire to become CEOs. Another aspect to consider as you look over your shoulder: Your CMO is more prepared than ever to move up the corporate ladder because she is required to oversee or respond to much broader business strategies in the course of her marketing work.
BusinessWeek, November 30, 2007 — Stroll through the C-suite at many companies, and it's an easy bet which executive is a dead man (or woman) walking: the chief marketing officer. CMOs last 26 months on average these days, says recruiter Spencer Stuart, vs. 44 months for CEOs. In the past few weeks, CMOs at Chico's (CHS), Home Depot (HD), MySpace (NWS), and Rite Aid (RAD) all have left their posts after short tenures.
Advertising Age, October 17, 2007 — They say the first stage of starting a revolution is to begin with the language. OK, here's an attempt: What if marketers started to change the marketing lexicon? For example, instead of referring to the marketing budget, what if they were to call it a loan? One that needs to be paid back, with interest? And that ROI should be recast as a profit or loss? And advertising and marketing channels should be viewed as alternative investment funds designed to maximize marketing profits?
Advertising Age, July 30, 2007 — After years of veering among different high-profile marketing executives, each of whom proselytized about a different high-minded marketing concept, Coca-Cola Co. has gone back to fundamentals.
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