The CMO has to periodically report to the CEO and present his or her ideas or strategies. Most often, he or she has the task of convincing other executives in following or adopting a certain course of action. A CMO's performance is easily evaluated, as their task is to deliver immediate and tangible results, so he or she should be accountable for every action. In many situations, CMOs face difficult challenges in doing so, both externally and internally, and they are rapidly held responsible for any loss or decline in a company's activity. This can be an explanation for the short life a CMO has in a company.