CMO Reputation Defended

woman and business plan
October 03, 2016

CMO Reputation Defended

A few weeks ago, I noticed this headline in Advertising Age, Why are CMOs Dropping like Flies? It is not the first time I have seen a headline like this which focuses on the short tenure of CMOs and questioning of their worth. The article detailed the high turnover of CMOs and how company short-termism was impacting CMO job security. Then I came across another article in HBR on whether companies benefit financially from having CMOs in the C-Suite and the answer was YES, indeed. The study was carried out by Frank Germann of Notre Dame who looked at 155 publicly held firms in the U.S. using a variety of econometric models. What did they conclude: Companies with a CMO perform 15% better than those without one. Good news since it seems to me sometimes like CMOs are hammered when the numbers are missed. The reputation of CMOs needs some old-fashioned PR!

 

Share this article: Share on LinkedInTweet about this on TwitterShare on FacebookEmail this to someone
Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

No Comments

Post A Comment