UPS ditched its CMO. And, UPS eliminated the CMO role completely. While it is true that marketing does not solve every organizational problem, it is also true that the CMO role, when executed properly, is a necessity.
Much has been written about the role of the Chief Marketing Officer (CMO). Industry data suggests CMO tenure is short and becoming shorter. Some firms have experimented with eliminating the position or renaming it with terms like Chief Growth Officer and Chief Brand Officer. Academic studies offer mixed results about the value of the CMO. It is also clear that the way the CMO role is defined, like the marketing function itself, is different across...
The primary role of the Chief Marketing Officer is to be the voice of the customer for the brand-business. The CMO embodies the customer informing the organization. Customer understanding and insight generation are the CMO’s highest priorities. Sure, the CMO has numerous other functions these days. But, being the voice of the customer must be the number one function.
Customer empathy is a widely discussed topic for building brands today. A related fact is that Chief Marketing Officers need our empathy as well.
In the ever-changing world of brand marketing, the most volatile position is right at the top – the Chief Marketing Officer.
