5. Laying the Groundwork for Success

The average tenure for a chief marketing officer at a midsize to large corporation is just 11 months. That’s pretty scary.

Part of the problem is that most CMOs have difficulty figuring out how to measure their marketing campaigns. That’s understandable—just a few years ago, the formula for marketing success was to develop a 30-second television spot and run the heck out of it.

Things have changed since then.

Back in the day, if you had a 30-second spot that made people laugh or cry, you were sitting pretty. And if that emotional connection actually resulted in sales, crazy things could happen for you, including promotions and raises.

Why was this? During the twentieth century, marketing was more about the ...

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