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Site Search Why Starbucks’ elimination of its global CMO indicates an evolution of the role, not ‘a canary in the coal mine’
As the CMO role continues to evolve, the halcyon days of the rock star CMO have seemingly come and gone. The job has become increasingly more difficult, with expectations of what marketers should be delivering for their businesses continuing to rise as marketing is being tied even closer to business results. At the same time, marketers are having to do more with less, with every dollar working harder — and some are even expected to exceed these higher expectations of the job despite being fractional CMOs.
Marla Kaplowitz, president and CEO of industry group the 4As, echoed that sentiment via email: “Today, the CMO has a dual challenge: Ensuring they are deeply knowledgeable about the business with financial acumen, data fluency and technical expertise amidst increasing complexity while also making sure that others in the C-Suite understand the investment and value of marketing (including long-term).”