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The Evolution of a New Species of CMO

Evolutionary scientists use the term “cladogenesis” to describe the division of an existing species into two or more new species, often in response to radical change in the environment. It appears the chief marketing officer is going through something very similar. The demands on these managers are growing so diverse, never has there been so much potential for two successful CMOs to look so different from one another—to be, in effect, separate species.

This splitting of the CMO position into these very different lines, each marked by discrete strengths in tension with one another, confronts marketing leaders and companies with profound choices. CMOs are quickly diversifying across five critical axes: