If you are not the CMO but want to be, here are some general principles of leadership that will come in handy. First, remember that the CMO is a key leadership position within the organization. They are the voice of the consumer for the organization and they are the stewards of the brand.

Providing clarity around these two points is essential, as is the tenacity to stick to this clarity when the pressure is on.

The following four trademarks take a look at your ability to gut out the tough job of being a CMO. It's not a job for the faint of heart, and the demands on this position have increased more than any other C-level position in the organization over the past decade.