"CMOs have among the shortest tenures in the C-suite. It's not because most are bad at marketing. It's because they struggle to connect marketing's impact to the business outcomes that finance and executive teams actually care about."
"is co-founder and co-cEO of Michael Kaminsky Recast, an incrementality platform, which helps brands optimize their marketing spend. Before launching Recast, Kaminsky was head of analytics at Harry's."
CMOs have among the shortest tenures in the C-suite because they struggle to connect marketing impact to the business outcomes that finance and executive teams actually care about. The short tenures stem from a misalignment between marketing metrics and financial or strategic KPIs rather than widespread deficiencies in marketing skill. Quantifying marketing incrementality and attribution can bridge that gap and enable better optimization of marketing spend. Recast is presented as an incrementality platform designed to help brands optimize marketing spend. Michael Kaminsky previously led analytics at Harry's before founding Recast.
Read at Harvard Business Review
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