According to an article in Marketing Week, a recent study by the Chartered Institute of Marketing found that only 45% of UK CMOs are guaranteed involvement in the development of new products and services.
Since marketing involvement in the development of new products and services is correlated to product success according to the Product Development Management Association, it would seem bad policy to not involve Marketing in new product and service development.
Further, if the Marketing function is blocked from new product and service development, perhaps it is not a Marketing function at all, but rather just a Marketing Communications function, and the CMO is really nothing more than a CMCO.
Mitch
