• Adweek, Monday, April 16, 2007 11:15 AM

The credibility of CMOs is increasingly challenged by the position's vague definition and a failure on the part of corporate America to align qualifications with business goals, according to a survey sponsored by the MarketBridge marketing consultancy on behalf of the CMO Council. Plus, CMOs are failing at a high rate; they lack the skill sets and authority to fulfill their often ill-defined jobs.

The study's authors write that the credibility of CMOs has been further eroded by "self-described 'superstar marketers' who leverage personal style to elevate and inflate their titles" -- and salaries, which average between $300,000-500,000 in Fortune 500 companies.

"Define & Align the CMO" will be released next week. It is based on nearly 1,500 segmented interviews with CMOs, CEOs, search consultants, board members and other marketing executives.

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