The tenure of most Chief Marketing Officers is woefully short, but this fact is often dismissed as a symptom of changing leadership or sometimes ineffective results. New research points to the fact that CMOs often suffer from vaguely defined job responsibilities and confusion between whether more strategic thinking or focus on commercialization (or a hybrid) is required. The bottom line conclusion from this piece is that getting this right and setting the right priorities is the key to long or short term CMO success.
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