CMO tenure keeps going down…
According to Spencer Stuart (via Brand Republic), the average CMO tenure keeps going down. A painful side effect is that marketing agencies have to defend their business sooner as well.
The changes are not that dramatic - with the new average tenure for CMO’s being 23.2 months in 2006, down from 23.5 months in 2005 and 23.6 months in 2004.
The whole shortening in tenure is likely due to a combination of things: the fundamentals of marketing going through a dramatic shift - leaving many CMO’s who are not permanent students of the industry in the dust - and the accountability of the CMO on the executive team being miss-aligned with what their real role should be.
[Tags: cmo tenure marketing accountability CMO marketing+changes ]
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