HBR - DO CMOs REALLY ADD VALUE? RESEARCH SAYS YES
'Companies with a CMO perform 15% better, on average, than companies without one.' is the result of a research on 155 publicly traded U.S. firms across a broad range of industries.
Hence, the results show that certain circumstances have to apply to enable a CMO unfold his/her full potential:
Sales growth: only companies with robust sales treasure customer-oriented strategies
Firm size: within smaller management teams CMOs gain more influence
CEO tenure: suggestion is that the shorter the CEO is on board the bigger the CMO's power
While the first two reason seem pretty comprehensible to me the third makes me wonder: what does this tell about the sustainability of the CMO's contribution to the company's success? Is this so easily disposible once the CEO has established himself?