The CMO’s Job Has Changed. Most Job Descriptions Haven’t Caught Up.
Boards no longer want a CMO who talks brand and campaigns. They want a commercial leader who happens to sit in the marketing seat.
Why Value Creation Plans Stall
Value creation plans don't stall because the market thesis was wrong. They stall because the commercial engine wasn't ready to deliver it. That's a different problem, and it needs to be found before the plan is written, not after it falls behind.