Thomas Barta: If CMOs don’t stand for growth, they stand for nothing

Replacing the Coca-Cola CMO with a chief growth officer may make temporary sense for the company. But it’s deeply troubling news for marketing’s C-suite reputation.
When the news broke that Coke’s incoming CEO, James Quincey, will ditch the global CMO position and install a chief growth officer (CGO) instead, I couldn’t quite believe my eyes. Why would a CEO replace a top marketer with a revenue officer? It’s like a club owner replacing the DJ with a dance floor-fil