Has a new study finally answered the question of whether a CMO really adds value to an organization’s bottom line?
Studies on this topic come and go with a 2008 study finding that CMOs have no effect on performance. Then remember when the 2012 Forbes article declared, “The CMO is dead.”
This long running debate may have finally been put to rest with a new study led by Frank Germann of Notre Dame who also looked at whether some types of firms benefit from a CMO more than others.
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