The expiration date for CMOs continues to shrink. Here’s how to make your mark quickly—and keep your job.
Every day, the clock ticks down for the Chief Marketing Officer (CMO). Not only do CMOs have the shortest tenure of all C-suite executives, but average time in the job continues to shrink. The median tenure for a CMO is now just two years and three months. To keep their jobs, CMOs need to prove themselves in less than half the time afforded to all other C-suite executives.
Meanwhile, the job continues to grow in complexity. There are vast amounts of data to tame and a proliferation of technology solutions to assess and deploy—yet few additional resources to support these channels. Digital and social media programs, the workhorses of modern consumer marketing, require constant tending to remain effective. Stakeholders expect results in aggressive timeframes, with metrics playing an ever-greater role in decisions. There’s little room for experimentation or error.
And while the CMO role—on paper—should make the greatest impact on how customers engage with the brand, more leaders find themselves restricted to marketing communications activities, with control of pricing, product development and sales strategy falling outside their domain.
In this pressure cooker atmosphere, it’s no wonder three-quarters of CMOs believe their jobs do not allow them to make a significant impact on the business.
Outlast the expiration date
So, when your job comes with an early expiration date, how do you move forward with confidence?
Get the recognition you deserve. Contact us to discuss how television advertising—with world-class, tested creative—can support your marketing goals.
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