Why Commercial Leaders Get Replaced Before the Plan Gets Fixed
I was asked to fix a marketing problem. Marketing was delivering the leads; the revenue was going missing in the handoff to sales. Before replacing a commercial leader, check where the plan is really failing.
The CMO’s Job Has Changed. Most Job Descriptions Haven’t Caught Up.
Boards no longer want a CMO who only talks brand and campaigns. They want a commercial leader who happens to sit in the marketing seat, and most job descriptions haven't caught up.