CMOs are First on the Firing Line if Growth Lags
This might not be news to most CMOs: A new study has found that CMOs are the first to go if growth doesn’t hit the target.
According to the study from Accenture Strategy, CMOs are on a slippery slope. They are seen by 50% of CEO survey respondents as the primary drivers of disruptive growth. So if things are good, the CMO gets to keep his or her job. But if growth goes south, 37% will fire the CMO, presumably without giving them a chance to drive disruptive growth again.
CMOs counter that if disruptive marketing and innovation are so important then why are they only spending 37% of their time on innovation and the rest on traditional marketing strategies.
The bottom line: CEO’s expectations are not clear to CMOs. Read the article …
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