Alison Dew, who has been Dell CMO for about a year and a half, said she has discovered this after finding “lopsidedness” in the business. One example is that in some countries, there were more communications workers than in others for no apparent reason. Basically, the loudest hiring managers got what they wanted. Dew emphasized the importance of analyzing a situation and appropriating the right kind and number of people to each team.
Another area that trips up many CMOs is brand management, according to Dew. "CMOs have made a prison for themselves by saying they are responsible for brand," she says. "It is nonsense. They are just responsible for the systems and processes by which brands is measured, we are all responsible for it."
