Should Marketing Report to the CRO?

The idea of Marketing reporting to a Chief Revenue Officer seems to come in and out of vogue as time goes on. Doug Bell, the CMO of LeanData, was recently on the daily MarTech Podcast with Benjamin Shapiro. Doug talked about why this is becoming a trend again, and why he thinks it will fail like last time.

For clarification, I currently work in a marketing org that reports to an EVP of Sales and Marketing. I have worked in marketing teams where the CMO reports to the CEO. I’ve also worked on a team where the CMO owned Customer Success as well as marketing. And I’ve seen situations where Sales owns Customer Success. This is my long way of saying your mileage may vary with this topic. I’ve seen varying levels of success and failure in a wide array of organizational structures.

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