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The Girl Scouts organization hired its first-ever chief marketing officer (CMO) in an effort to remain relevant for today's modern girls.
CMOs have to understand the dynamic, complex and highly competitive environment in which their company operates.
Best Buy CMO Mike Linton spoke to an audience at the Aberdeen Group's Chief Marketing Officer Summit yesterday.
The CMO can exercise considerable influence in driving the company's strategy.
The report notes that the average tenure of a CMO is merely 23 months compared to a CFO who typically lasts 4-5 years.
