Should CMO’s be measured objectively? Yes, they should. They should be measured by the same empirical data that we direct response copywriters are measured by. That’s the only way to know for sure if they “got it right” or not.

Should they immediately lose their jobs if the numbers aren’t there? Possibly. But we all have to remember, in the B2B world, there are a lot of reasons a company doesn’t make its numbers.

One of my customers is about to have another dismal quarter. Their marketing message is absolutely right for the product space and the prospects they’re sending it to. However, the products just don’t implement the message their campaign broadcasts. Not sure who’s fault that is, but it’s not the CMO’s.

But I agree with you – he’s an easy target. Too easy. And therein lies the problem.

Eric Lynch