Conclusion The CMO’s First Ninety Days

Self-conceit may lead to self-destruction.

—Aesop, “The Frog and the Ox”

Don’t manage, lead.

—Jack Welch, former CEO of GE

WHAT SHOULD A CMO do during the first ninety days of a new or revitalized job? What should be the first-year agenda? The importance of getting off to a good start and avoiding a bad one is crucial for anyone undertaking a change agent role, even if the change has an extended time horizon. The danger is to get wrapped up in the day-to-day operations and fire-fighting meetings.

The early efforts should have two prongs. The first should be an assessment of the organization’s capability to span silos, to generate crosssilo communication, cooperation, synergistic programs, and ...

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