- The Drum, Sunday, September 15, 2019 11:29 AM
Tenure of CMOs is the shortest in the C-suite, and some companies have gotten rid of the position all together. Part of the problem with company branding is the lopsided split of
long-term brand building to short-term sales activation. “However, ever since the 2007 global recession, this ratio has skewed increasingly in favour of short-term, sales activation,”
according to The Drum. “CMOs around the world are investing too much time and money in short-term sales activation and this is reflected in decreased effectiveness of marketing
spend.”
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