Narrative is driving a revolution in brand strategy and brand management.

A recent study suggests marketers are dissatisfied with common in-housing set-ups, but Boathouse’s Eve Asbury argues that the strategy will become more relevant in straitened economic circumstances.

CMOs are facing doubt within their organizations that they can drive growth. Time is increasingly committed to counseling CEOs who believe they have a marketing challenge.

Over the past decade, chief marketing officers have experienced a regression of trust, appreciation, and longevity. With average tenure of CMOs falling below 40 months and the median tenure at 25.5 months.

CMO tenure is at its lowest point in a decade, a statistic that calls into question the role of the CMO in general. How, and why is their tenure on the decline, and what does that mean for the C-suite as a whole?

Short CMO tenures and increased turnover have captured the attention of many in the business world. However, while studies have quantified just how short these tenures are getting.