The title of CMO is getting more and more popular in companies nationwide. If there was any doubt, just look at a study conducted last year by the Association of National Advertisers that found that
more than 70 percent of respondents said the marketing function in their organization was being revamped or had been restructured in the past three years. That's the good news. The bad news is that
defining the responsibilities of the job are not that easy because the role continues to evolve. These days the job includes a lot more than just handling advertising campaigns and media buys. The
list can include market research, event management, sponsorships, public relations, Web analytics, product development, technology, new media, sales support, call centers and customer satisfaction.
And of course, there's always proving ROI. "Of all the C-level positions, it's exponentially harder to place a marketer, even within the same industry," says Greg Welch, who heads the CMO practice for
executive search firm Spencer Stuart. "He or she is going to a new company that almost certainly has a totally different point of view of what marketing does, what it affects, how it operates and what
the metrics are." In this article,
CMO magazine examines the careers of five different CMOs and how they differ from one another.
advertisement
advertisement
Read the whole story at CMO Magazine »
