From CMO to CEO: the route to the top
Jonathan Harper and Frank Birkel
An increasing number of CEOs are being appointed who have a strong marketing pedigree. This article discusses the options and challenges facing Chief Marketing Officers (CMOs) who wish to rise farther in the company, based on a global survey of CEOs with marketing backgrounds and top-flight CMOs.
From CMO to CEO: the route to the top
Jonathan Harper and Frank Birkel
With average tenure somewhere between two and three years (depending on the region) the odds are stacked against CMOs progressing into general management and then the top slot. As leaders...
