For years, industry talk about the CMO role tended to focus on CMO's shorter than average tenure in the C-suite when compared to peers. More recently, the scuttlebutt turned more ominous for CMOs, when three household-name brands (Johnson & Johnson, McDonald's and Uber) parted ways with their CMOs with no intention of replacing them.

Fast-forward a year, and one of those brands (McDonald's) decided they need a global CMO after all. What changed? In terms of business, everything. The pandemic turned the economy upside down, and brands of all types are frantically making adjustments. It's also possible that some business leaders are finally realizing (and appreciating!) just how critical a role CMOs play in any economic environment.