Simply having a chief marketing officer doesn't guarantee improved performance, but research shows brands can increase effectiveness by giving the CMO more power, writes University of Oklahoma assistant professor Pravin Nath. Brands that offer services instead of goods should give the CMO control over a related function, such as sales or public relations, to improve the role's effectiveness. "In the context of the C-suite, [the CMO] must be authoritative as the voice of the customer," Nath writes.

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