The “CMO Extinction” Debate Continues

Last week, I opened my email and realized I had started a firestorm. The future of marketing is a more heated topic than I ever realized.

Forbes contributor Bryan Thomas challenges my latest analysis of the future role (or extinction) of CMOs.

Last week, I opened my email and realized I had started a firestorm. The future of marketing is a more heated topic than I ever realized.

Forbes contributor Bryan Thomas challenges my latest analysis of the future role (or extinction) of CMOs.

Forbes_logo

 

I give Bryan lots of credit. He did his homework. He found some great studies from leading academics and marketing associations.

Unfortunately, Bryan’s post is missing some key considerations. For example, how will CMOs co-exist, compete or collapse into the sales leadership and customer service roles? Given the complexity they are facing, how can they build more direct connections with customers and eschew their traditional focus on impersonal market segments? 1:1 marketing is the new normal. I look forward to the day when we kiss acronyms such as B2B, B2C and B2G goodbye. Let’s call marketing what it really is: people marketing to people.

In future live meetings and posts, I will share my experiences and CMO interview excerpts regarding this topic.With a CMO’s current tenure averaging between 3.5-4.5 years, something must be done differently. Let’s discover those new strategies together.

Share your comments and experiences here. I will be leading a private CMO breakfast next week in Washington, DC to hear directly from the sources. (I am not surprised we filled the room within days!) I intend to share their insights in future posts–with their approval.

In the meantime, enjoy Bryan’s post here.

copyright 2012, Lisa Nirell. All rights reserved.

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