Elevating marketing to its rightful place in the boardroom

Joanna Seddon

Marketing should be regarded as the most important function within the organization, the natural path to the CEO seat and strongly represented on boards.

Marketing is in crisis. It is not respected by most CEOs and other senior executives. While 90% of CEOs trust their CFOs, and more surprisingly, their CIOs, 80% do not trust their CMOs. Not one of them had a good word to say about their marketing departments 1. This dissatisfaction has led to the notoriously short tenure of CMOs, most recently estimated at around three and a half years, compared to seven years for CEOs. 2

CEOs are thrashing around looking for alternative solutions. This has led to a dizzying proliferation of new titles – Chief Growth...

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