CMOs are in trouble. Should anyone care?

As CMO tenures shrink, brands also damage their ability to create meaningful change in the world—which is bad for everyone.

It’s been a strange few years for chief marketing officers. Not only are they being replaced faster, but some businesses are even rethinking the role altogether. Over the past several years, everyone from Starbucks to Johnson & Johnson to AB InBev has questioned the need for a CMO. And even when brands do have a CMO, they face crushing expectations and have to deliver short-term results quicker than ever before.