CMOs: An Endangered Species?

According to the latest studies by Spencer Stuart, the average tenure of marketing executives (who are now mostly women) is only 3.6 years, compared to 5.3 years for other C-suite roles (finance, IT, HR, supply chain, etc.) and 7 years for CEOs.

This concerning turnover is resulting in a loss of direction for the CMO role due to a downgrade in responsibilities and scope, leading to decreased performance. In fact, 50% of marketing leadership positions are now solely limited to commercial communication, including advertising and social media, according to the report "Why CMOs Never Last", Harvard Business Review, 2017.

So, what role should the CFO play in closing the understanding gap between them and their CMO to positively impact overall value creation?
 

This white paper outlines 12 principles to challenge and reconnect the discussions between the CFO and CMO, including:

↳ Helping CMOs regain control of the entire marketing scope to create value

↳ Marketing can create preference and value beyond just brand work

↳ Seriously consider the risk of NOT taking action