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 CMO.com, 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