7 Myths CMOs (and Their Bosses) Gotta Stop Buying

Sometimes it seems like CMOs are living in the Wild Wild West, riding their horses from town to town, frequenting one saloon after another, stirring up a ruckus, and often leaving their town-folk (employers) wondering why that cowboy (or cowgirl) didn't quite live up to their fantasies. The cowboy appeal. It's probably what makes certain CMOs attractive to CEOs and their companies in the first place. Have gun, will travel. Always up for a good scrap (even if it's the wrong fight). Good at hitting a target (even if the target turns out to be an innocent bystander).

No wonder the average CMO doesn't hang around town long (or is run out of town).

In order to keep the legend of the cowboy CMO intact, CMOs and the CEOs who hire them have perpetuated a few myths. It's high time (or is it High Noon?) that someone shoots holes in these myths. Because we aren't in the Wild Wild West anymore.

Here's seven myths that CMOs and their bosses truly need to stop believing if they want to get the most out of marketing in today's world.

Next Page: Myths #1 & #2