The CMO Survival Guide
Jim Garrity
In their 2001 album title song, “Survivor,” Destiny's Child said it well:
I'm a survivor
I'm not gonna give up
I'm not gonna stop
I'm gonna work harder
I'm a survivor
I'm gonna make it
I will survive - keep on survivin'
My years of experience in marketing suggest that this is sound advice, but survival in this mercurial role seems to require a lot more than simply working harder. In my career, I've held marketing leadership roles at IBM, Compaq, and First Union/Wachovia (merged in 2001). As I retire and look back on...