The tricky waters at c-level: Lack of c-suite alignment causes companies and careers to flounder
Anne Field
Key insights
- The increase in CMO tenure shows growing importance of the marketing function.
- CMOs must learn the point of view and language of other business functions.
- Organizations with strong CMO/C-suite relationships consistently outperform in revenue, margin growth, and innovation.
- Collaboration can depend on basic, simple things like joint planning sessions for all top executives.
It might have been funny — if the snafu hadn't involved millions of dollars.
Recently, the CMO of a major pharmaceutical company got his CEO's blessing to...