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Keeping Time: Why CMO Tenure Has Doubled

Keeping Time: Why CMO Tenure Has Doubled | Business Brainpower with the Human Touch | Scoop.it


Back in 2006, Ad Age published a sobering statistic: The average tenure of chief marketing officers was a troublingly short 23 months. The latest figure, released last week from executive-search firm Spencer Stuart, shows a radically different picture -- CMOs are sticking around an average of 45 months. So what's behind nearly a doubling of CMO tenure during a time frame in which the job has only gotten tougher due to recession, a still-shaky economy and upheaval in adland as digital, social and data management reshape the marketing landscape?


The answers: a recession, a still-shaky economy and upheaval. The increased complexity of the job has made CMOs more fulfilled, challenged and respected, resulting in a big shift in how long they stick around.

The Learning Factor's insight:

The Chief Marketing Officer's tenure nearly doubled from 23 months to 45 as the position gains more respect from the CEO and forges closer ties to the CIO.

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The New C-Suite Power Players (INFOGRAPHIC)

The New C-Suite Power Players (INFOGRAPHIC) | Business Brainpower with the Human Touch | Scoop.it
With companies being inundated with floods of big data — customer demographics, Facebook likes, tweets — many businesses’ C-suites have undergone something of a power play change with the recent alliance marriage of the once-disconnected CMOs and CIOs (chief marketing officers and chief information officers, respectively).

Given the meteoric rise of the CMO in the C-Suite squad ranks, big data has thus become less about numbers and more about spelling out what those numbers mean with regard to consumers, reach and overall business. And CIOs can help.

Check out the following infographic for a more literal depiction of big data’s impact on what’s since prompted a corporate co-op between CMOs and CIOs.
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