Chapter 1

Find the Right Role and Scope—The CMO’s New Job Description

There is a fine line between fishing and just standing on the shore like an idiot.

—Steven Wright, comedian

There is no worse mistake in public leadership than to hold out false hopes soon to be swept away.

—Winston S. Churchill

A COMMON SCENARIO: a CEO decides that the organization needs an empowered CMO with a competent supporting staff to reign in the silo groups. Perhaps a major brand, crucial to future strategy, is being taken in different directions and is at risk. Or perhaps the marketing effort is fragmented with returns on investment that are frustratingly unknown but suspected of being dismal. Whatever the reason, the CMO comes on board and aggressively attempts to ...

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