Executive Summary

The average tenure of the CMO has hit a 10-year low. While these executives are being squeezed from all sides of their organization, the biggest source of pressure comes from a lack of alignment with the needs of the business. Understanding CMO archetypes will help senior marketers find the right role for their particular set of skills.

How are today’s CMOs faring in their role?

The remit of the chief marketer has been changing for decades. But in recent years, the rate of change has accelerated. Our research with more than 35 CMOs, academics, board members, and industry advisors shows that marketers are struggling to keep pace with the new demands.

What factors are shaping the role of the CMO?

CMOs must operate against a backdrop of increased consumer expectations, disruptive external developments, and complex internal relationships. Meanwhile, their list of responsibilities continues to expand, and the greater reliance on technology requires CMOs to spread their resources and attention.

How can CMOs be successful?

They should focus on connecting the marketing strategy to their organization’s business strategy, as well as adopting a leadership style that matches both. Prospective CMOs must seek out roles in which their core strengths align with the needs of the specific opportunity.

WHAT’S IN THIS REPORT? We discuss the challenges chief marketers face in successfully executing in their role, then provide a set of archetypes and a framework whereby prospective CMOs can help ensure company fit.

KEY STAT: The average CMO tenure in the US fell to 40.0 months in 2020, its shortest since 2009, per executive recruitment firm Spencer Stuart. For success and longevity in the role, CMOs must identify their company’s needs and align their skills accordingly.