The Chief Marketing Officer (CMO) job title is presently being talked up as apparently most dangerous to the extremely dynamic and ever changing nature of marketing. Marketing research has identified five major trends which will affect the CMO’s effect at work. Inbound marketing is now gaining popularity at the expense of the outbound version. Marketers are increasingly using content generated by external resources to aid lead generation process. Top marketers are in fact investing heavily in marketing automation software. Marketing and sales teams are now working in greater tandem than ever before in what are termed revenue centres. New benchmarks have thus arisen to provide the CMO with best ROI figures.