One of the problems with the idea of a Chief Marketing Officer is that it is not very clear what this role entails. Most articles, like this one, seem to suggest that the CMO's roles are negotiated and are, therefore, contextual. The problem with this is that it creates a halo of doubt and confusion about this post. While it is very clear that the CEO focuses on bottom-line goals, the CMO's responsibility seems to be ill-defined making it easier to scapegoat when things start to go bad.
All this makes me wonder if we will have Chief Marketing Officers in the long-run or if this is simply a fad.
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