CMOs are taking the fall for CEOs' storytelling failures

07/24/2013 | Harvard Business Review online

Successful companies tell a clear story not just through their marketing, but through their products and services as well, writes Ty Montague. CEOs are too often passing off storytelling duties onto CMOs -- "an impossible job" if product development and customer service is out of their control. CEOs should instead "[m]ake understanding and telling your company's story both a shared responsibility across the whole organization and a core value of the company. ... You might find that your CMO lasts longer as well," Montague writes.

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