You are here

CMOs first to go if growth targets missed

CMOs are first for the chop if business growth targets are not met, according to a new Accenture Strategy study.

Despite there being around five c-level executives responsible for the growth of most organisations, over a third (37%) of CEOs place CMOs first in the firing line if targets are not met. 

The C-level disruptive growth opportunity report – which surveyed almost 1400 members of c-suites – also found that next in line for dismissal are chief sales officers (34%) and chief strategy officers (29%).

Reasons for CMOs' short fallings could lie within innovation: only 30% believe they are cutting-edge marketing innovators, and little over 37% of their time is currently spent on innovation. 

Robert Wollan, senior managing director at Accenture Strategy, commented: “CMOs can take a greater role by actively driving the disruptive growth agenda and generating new value for the business. 

“Such initiatives include developing ecosystems with non-traditional players, launching platforms that elevate current products into expanded service models for customers, and increasing revenue through next generation connected data monetisation – all of which CMOs are well positioned to do.”