The CMO's legacy

This article sets out the legacy that CMOs should aspire to, looking beyond campaigns and towards building the organisation's marketing capability.

The CMO's legacy

Byron SharpEhrenberg-Bass Institute

CFO: "But what if we invest in training these sales and marketing people and then they leave?" CMO: "What if we don't invest in them and they stay?"

In my final Admapcolumn I'd like to reflect on the legacy to which chief marketing officers should aspire. The usual things that come to mind are spearheading marketing mix changes, e.g. new product launches, new markets, and new media. All very fine, but this is the same criterion used to judge marketers further down the organisation chart. Whereas the role of CMOs goes...

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