According to tracking, the average tenure of the typical CMO is much longer than you think it is – at 45 months.

We are sure in developing markets such as China and Brazil, this number is significantly less. Yet despite this, it's still shorter than other C-Suite positions - and for a number of important reasons. The most resilient marketers have found ways to connect their work to business outcomes.

In this excellent article from Adobe's, six key areas are identified to improve the shelf life of the average CMO:

1.       Establish universal digital tracking standards – from our experience these are far too varied
2.       Connect to revenue – the most critical role for a marketing leader
3.       Start with simple attribution models – Rome wasn’t built in a day
4.       Move to advanced data modelling – set the path for growth
5.       Publicize findings and results – let your best news go viral and be open
6.       Act on insights – help close the loop on the process



Managing multiple relationships across disciplines and across countries is no easy task. When we look at our best performing companies in this area, they are doing three things well:

  1. Take feedback from anywhere – listen to what agencies have to say about your own team’s performance
  2. Use the review for variable compensation – for most relationships, it’s the critical factor in paying bonuses versus penalties
  3. Be innovative – one of our clients has agencies evaluate other agencies on integration.  Be open to new ideas

To download our Best Practice guide to Agency Relationships, click here.
For a consultation, write to


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More than 100 of China's best marketing case studies, and more than 500 of China's best agencies are all here.


[Legacy Media] The Lost Decade In Six Charts
[AdWeek] Martin Sorrell Says China's Move to Stop Graft Creates Opportunities for WPP
[AdAge] Amazon Tops List of Google's 25 Biggest Search Advertisers: $158M on Search Ads in 2013
[Infographic] A look at consumer perception of corporate social responsibility
[R3] Sep 2014 Holding company M&A league

R3 is a global marketing consultancy focused on improving the effectiveness and efficiency of marketers and their agencies. Founded in 2002, we work with eight of the world's top twenty global marketers.
Through our regular "AgencyScope" research ,now covering more than 1,000 marketers in China, India and other markets, we are learning about true client preferences for the best local agencies in each market and helping agency holding groups form strategic partnerships with the best local agencies.

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