How to Choose the Best CMO for Your Consumer Brand (or Understand Why Your Current One's Flailing) A brilliant marketing leader can still be the wrong hire. The real question is not who looks strongest on paper. It is which kind of leader your business actually needs next. Great CMOs are everywhere. Great matches are not. Over the last 20-plus years in consumer marketing, I have watched companies hire objectively impressive marketing leaders and then ask them to solve the wro