CMOs continue their uphill climb in the eyes of their CEOs: Boathouse study

If you’re doing well in the eyes of your boss, chances are you’re going to keep your job for at least a little while. But if the goalposts of “doing well” change year after year, it’s hard to feel comfortable about anything. Such is the case with CMOs, whose performance and contribution to a company’s greater good has evolved rapidly over the years, notably since the pandemic changed so many elements of marketing. According to a study by independent full-service agency Boathouse, CMOs have worked hard to align their mission more closely with what CEOs need from them, but they’re also seen generally as a contributor to a company’s success rather than a primary driver. Digiday was given a chance to see the study before its public release later today. Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.