Is marketing-as-a-service the future of marketing?

In the past era no other department/component in the enterprise has changed more than Marketing. What used to be a function based on creativity and an almost waggish lack of measurability is now a complex, multi-discipline, metrics-driven, function with direct bottom-line impact.

Not surprisingly, the role and requirements of the CMO (Chief Marketing Officer) have undergone equally dramatic changes. What used to be a position akin to the head of a marketing or advertising agency is now one requiring equal expertise in product management, corporate marketing, product marketing, and IT — a combination of skills that has led recruiters to refer to qualified candidates as “unicorns.”

But, despite these advances, three realities continue to confound investors and entrepreneurs:

1. The failure rate of startups overall remains at 90 percent, according to CB Insights.
2. Six of the top 10 reasons cited for startup failure can be tied directly to a company’s marketing function (including misfires in pricing, competition, business model, customers, etc.)
3. The CMO is the senior staff member with the shortest tenure and highest turnover, often blamed for the failures