reported they can prove the impact of short-term marketing investments quantitatively. In the 2021 edition of the CMO Survey, 51% of CMOs in the U.S. Unfortunately, this isn’t possible for some marketing organizations. But regardless of what you’re measuring, you need to track performance accurately. Sub-optimal performance from revenue channelsĬMO Pain Point #1: Not proving impact on the businessīusiness impact can mean many things.Losing c-suite support for marketing initiatives. Here are the 5 CMO pain points that lead to short tenures: They need accurate information to manage the right resources in the best way. It’s just evolving.ĭespite operating in an environment that’s constantly changing, a CMO’s role is just as it’s always been: to figure out how to achieve a business’ strategic objectives. This structure intends to align sales and marketing efforts to create a more predictable revenue forecast.Ĭhanges like these beg the question, “Are CMOs going away?” Recently, some organizations have combined traditional sales and marketing departments into one “Revenue” team, represented in the boardroom by a Chief Revenue Officer (CRO). According to Korn Ferry research conducted in 2020, the average tenure of CMOs is 3.5 years-the shortest in the c-suite. “…but oftentimes better than a master of one.”ĬMOs may have come up the marketing ranks by being specialists, but the position demands a generalist who can see marketing’s impact in other key areas of the business. But being a CMO is no easy feat. But this is only half of the full adage, which originally referred to William Shakespeare. This quote implies that specialization is preferred to generalism. “A jack of all trades is a master of none…” In this article we’ll explore five CMO pain points that, when solved, can turn marketing leaders into the longest tenured executive. This is one reason Chief Marketing Officers (CMOs) have the shortest tenure in the c-suite. With such variety it also brings many business challenges. It applies a wide range of intellectual disciplines and touches many parts of an organization.
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