There is danger in over-titling positions at your company, especially when it comes to "C-level" titles that are for the first person at a company.
Giving someone a "CMO" title when they're doing marketing manager-level "IC" type work is extremely dangerous, because eventually they'll tap out their skill set and you'll need to bring in a real marketing leader, which will lead to that person leaving and brain-drain. That, or your company growth will stall until you do the right thing (for the company) and demote them (and they leave) or fire them (and they leave).
