spend more on IT than their counterpart CIOs. According to another analyst firm, few senior-executive positions will be subject to as much change over the next few years as that of the chief marketing officer. Peers to the CMO include chief human resources officer, chief technology officer, chief financial officer, chief communications officer, chief procurement officer, chief information officer, and general counsel. Challenges The CMO is responsible for facilitating growth, sales and marketing strategy. They must work towards objectives such as revenue generation, cost reduction, or risk mitigation. The unpredictable effect of marketing efforts, coupled with the need to drive profits, often leads to a short tenure for most CMOs. Forbes reported that the average CMO tenure in 2008 was just over 28 months. In a CMO mapping study done by Raines, CMOs are losing their influence (73% of Fortune 250 companies have a Global CMO, but only 44% of Global CMOs sit in the C-suite). CMOs don't feel valued (23% of surveyed Fortune 500 CMOs were unsure their CEO understood their job). CMOs don't have clear alignment with their CEOs on key performance metrics (42% of surveyed Fortune 500 CMOs considered "Topline Revenue Growth" a top priority) whereas "topline growth" is typically one of the major priorities for CEOs at any stage of a business. CMOs see customer loyalty as their top priority in the digital era; their second priority is to design experiences for tablets and mobile apps. See also Digital strategy manager Chief web officer References Further reading External links Management occupations Corporate titles