Is the CMO title on life support?

I’m going to go out on a limb with an observation and a prediction. The Chief Marketing Officer (CMO) title is seriously on life support. In less than 5 years, the CMO position will be out of existence altogether.

I’ve noticed an accelerating trend of traditional and newer tech companies recruiting CMOs, only to eliminate them within a period lasting roughly between 12 and 36 months. Uber and Lyft are but two examples among many others. Most recently, The Information has reported that Oracle’s CMO has departed, after just over a year at the company.

It appears the idea of a C-suite marketing leader is fizzling out as many companies now favor a broader, “customer success” leadership position encompassing marketing, sales, and customer support.