So it seems that members of the elusive Fortune 100 are starting to officially recognising marketing as a key part of the a business' revenue funnel and I think this is fantastic.
However, I feel that this particular article makes it sound as though the likes of Hershey, Coca-Cola and Kellogg are the first to recognise this, but in my opinion, they've simply created a fancy new job title for something which has been a reality for a fair few years!
Marketing has always been the top of the sales funnel for so many brands, increasingly so in the last few years following the development of the likes of paid search, SEO and email marketing.
In my opinion, it's not a case of 'go or grow' for CMOs, but a case of business leaders finally giving marketing its due within a business.
According to consultancy Forrester, this is a trend that will continue next year. "In 2018, we expect CMOs to fall under even more pressure to drive growth — or step aside while someone else takes the reins," its "Predictions 2018" report states. The new CGO roles will include marketing, strategy and commercial responsibility, with Forrester suggesting eight more Fortune 100 companies will appoint such positions in 2018. It predicts that CMOs will "grow or go" in the coming year, with chief executives expected to put marketers under pressure to reduce advertising spend.