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A hard title to live up to

By Tom Lester
Published: August 28 2005 18:48 | Last updated: August 28 2005 18:48

Cynics would say “chief marketing officer” is another case of title inflation. There can be only one chief something officer, and the title’s similarity with chief executive officer is a clear indication of status.

Whether it also indicates power is another matter. CMOs are still rare, and those who live up to the title are rarer still. Recent research by Spencer Stuart, the headhunting company, found that the average tenure of CMOs at 100 top US companies was less than 23 months, and 86 per cent of them had been with their companies for less than three years. Can they prove their value – and that of marketing as a whole?

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FT.com / Business life - A hard title to live up to

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