It seems like every article written and every marketing job posting is about lead generation, and it's not surprising. After all, despite all of the tremendous focus on customer experience and the buyer journey, the bottom line is the deals still come from opportunities and opportunities still originate with leads. The taxonomy may have changed (see the revised Demand Unit Waterfall by SiriusDecisions), but without interested prospects, there is no revenue and voila!... no CMO either.
However, I believe many CMOs are truly putting the "cart before the horse".