Latest edition of BusinessWeek merely profiles a job title that's been misinterpeted by too many for too long. David Kiley and Burt Helm's article points out that CMO's have typically been accountable for approving creative ads and managing the agency process, when in fact, its a job that's supposed to connect the tag line to the bottom line.
Now that metrics are the meter, it isn't any surprise that the average CMO is out of a job in 22 months. But..in all fairness, CEO's (and Boards) need to understand that re-engineering, re-branding and revitalizing sales are complex processes.
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