"From where we started five years ago, the CMO has cleaned up the relationship variables considerably. It's really positive to see because they were failing that relationship test for so many years. So they've strengthened the relationship test, but weakened on performance and execution variables."
"The percent receiving an A grade dropped from 24% to 15%, the good news being that those receiving a B grade rose from 47% the prior two years to 53%, which is still just over half."
CMOs have adapted their roles to align more closely with CEO expectations, yet they are perceived more as contributors than leaders in strategy. A recent study shows that while 68% of CMOs are involved in strategic decisions, only 8% are seen as leading them. The percentage of CMOs receiving an A grade from CEOs has dropped from 24% to 15%, although those receiving a B grade increased to 53%. Fragmentation in the industry adds to the challenges faced by CMOs.
Read at Digiday
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