Mark Ritson is brutal and very much on brand. Of course he’s right. You'd be brave to suggest he wasn’t. But perhaps only half right?

Consider whether the shrinking CMO tenure is actually more symptomatic of the mismatch between the CMO’s remit and the CEO’s expectations. Do CEOs get the CMOs they deserve? Ergo the CMO cohort pays the ultimate price for this misalignment, in reputation and tenure. 

Unfortunately, CMO recruitment is all too often touted as a game changer to boost the company’s revenues and profits with the authority to create a strategy for driving growth.