Why CMOs need new responsibilities—not new titles

There has been much debate surrounding the state of the CMO. Should the title be more expansive? Is the role itself even necessary? When Hyatt Hotels eliminated its global CMO position last year, the company replaced it with a chief commercial officer as part of a "larger corporate restructuring." And a recent Ad Age article, "Why More Brands Are Ditching the CMO Position," discussed the "growing groundswell" to move away from the CMO in order to "reflect the new ways companies are reaching cust