Is Marketing the new Finance?

Has Marketing finally come of age within business models? Are we now going to see CMO's take their rightful place on boards? I'd say yes, on the undertaking that the CMOs are commercially and technically astute and know their NPV from their VPN and that they can demonstrate that their Marketing activities can measurably drive true value, be it long or short term.

Here's a view from the Chief Economist of Google to back that up.