Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era

2. Know All the Tools

Typically, the chief marketing officer is the link among all the disciplines; he or she hires specialists from each field and weaves them together, ensuring they are acting to achieve the company’s larger objectives of sales, brand reputation, hiring, employee retention, and more.

Job security is in short supply for chief marketing officers because companies aren’t measuring the right results—they’re seeing the department as an expense instead of an investment.

The chief marketing officer typically stays on the job for 42 months, and that’s a long time. In 2010, that was the longest tenure recorded in six years, when Spencer Stuart¹ began monitoring for this role.

The chief marketing officer hires Web, public relations, ...