• Adweek, Tuesday, February 24, 2009 11 AM

A new survey from the CMO Council of 406 marketing executives finds that corporate politics, siloed data, poor adoption of customer relationship management systems, lack of top management support and not having ownership of profit and loss responsibilities are the chief vexers of marketing chiefs, Andrew McMains.

"Calibrate How You Operate" suggests that such internal obstacles are distracting marketers from the core task of distinguishing their brands from those of their competitors. And they may partly explain CMO's short tenures compared to CEOs.

CMOs are getting sidetracked by day-to-day tactical efforts or "random acts of marketing," and aren't focusing enough on their big picture strategic goals, says Donovan Neale-May, executive director of the CMO Council.

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