The top marketing job is a minefield where many talented executives fail. But if you design the role well in the first place, you’ll set up your CMO for success.
Chief marketing officers (CMOs) have a higher churn rate than other top executives. More than 40% have been in their roles two years or less, three-quarters say their jobs don’t allow them to make an impact, and most CEOs don’t trust them. Writing for Harvard Business Review, Kimberly A. Whitler and Neil Morgan say the problem stems from poor job design. Follow these four steps to end this dysfunctional pattern:
STEP 1: DEFINE THE ROLE