The myth of the CMO
I feel sorry for Judy Verses. She's the Chief Marketing Officer of Verizon, a brand that is justifiably reviled by millions of people.
Is Verizon disdained, mistrusted and avoided because Judy's not doing a great job? Of course not. She's doing a great job.
The reason we hate Verizon is they act like a monopoly, have ridiculous policies, a lousy call center, a bad attitude, plenty of outbound phone spam and crazy pricing.
We hate Verizon because of all the things Judy doesn't get to influence or control.
The myth of the CMO is the C part. They don't get to be the chief of the stuff that is really what marketing is all about today. CAO, maybe (Chief Advertising Officer) but not CMO.
If I were the CMO of Verizon, I'd fix the call centers. I'd fire people with a lousy attitude who aren't afraid to share it with a customer. I'd reward the great ones (like the installer who came to my new office last week) and figure out how to get every one of their thousands of people to understand that THEY are the marketing department. And I'd shut down the outbound phone spam center immediately.
Until that happens, the CEO is the CMO, no matter what the title says.
Thanks to Tim at reveries - cool news of the day for getting me thinking.