The tenure for chief marketing officers at the 100 top consumer branded companies has continued to decline…. Over the past three years CMOs at these companies have seen their time on the job drop from 23.6 months to 23.2 months, said Greg Welch [Spencer Stuart, Chicago]
So what does this mean? Many things. But one of them is that every CMO must now arrive at the corporation with a team in place. Specifically, the CMO wants to arrive with a "pre-existing" connection with an agency. There's no time to play "getting to know you" paddy cake. No time to audition the agency world. You want to come with an agency in place. (For the source of this image, Alan Turnbull's website, please go here.)
And what does this mean? Many things. But one of them is that the agency needs to start early. It won't do to get to know the CMO as a CMO. It won't even do to know the CMO as a brand director or brand manager. No, it would be nice to spot CMO talent the moment he or she clears the MBA.
And this means, among other things, that the agency wants to reach out to b-school profs the way MI5 did. MI5 (
It could work in the world of marketing. If the tenure of a CMO is less than 2 years, perhaps it's going to have to.
Babej, Marc E. and Tim Pollack. 2005. Who Needs a CMO Anyway? Forbes.com. October 5, 2006. here.
von Hoffman, Constantine. 2006. Length of CMO Tenure Continues Decline. Brandweek. August 22, 2006. here.
the website for MI5 here.