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Does the CMO Matter? Definitely.

At the 2020 Summer Academic Conference, the Journal of Marketing hosted a special session honoring the 2020 Journal of Marketing/Sheth Foundation Award winning article, “The Chief Marketing Officer Matters!,” and its authors, Frank Germann, Peter Ebbes, and Rajdeep Grewal.

This article resolves previously contradictory findings, using rigorous econometric techniques, to show that the presence of a CMO results in improved firm performance. It also opens up avenues for future research about the marketing leadership antecedents of business performance. The findings are especially timely when many marketing activities are being assumed by non-marketing parts of the firm. The research implies that such re-organizing has potentially deleterious effects. Marketing has its role, and the CMO really does matter!


Frank Germann of University of Notre Dame – AMA Members may login to view video

Tarun Chugh, CEO, Bajaj Allianz Life Insurance, India – AMA Members may login to view video

Alicia Tillman, Global CMO, SAP, USA – AMA Members may login to view video

Bill Stewart, CMO, Chief Outsiders (and Former CMO of Kmart, Levi-Strauss and Company, and Credit Karma) – AMA Members may login to view video

The full article is available at

This session was held as a part of the 2020 AMA Summer Academic Conference. Also available are a series of on demand sessions highlighting interactive software tools for the classroom presented by conference sponsors.