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The Chief Marketing Officer (CMO) role is far from obsolete—but it is undergoing a radical transformation. According to Rival’s multi-year research with leading CMOs and high-growth challenger brands, the future of the CMO hinges on one key truth: evolve or be replaced. The days of CMOs solely focused on brand
In theory, the 4Ps of marketing—product, price, place, and promotion—are the foundational elements of any successful strategy. Every business school student learns that these four levers work together to shape brand performance and consumer perception. But in practice—especially in the boardroom—CMOs are often left with ownership of just one ‘P’:
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