CMO Impact
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CMO Tenure: Turmoil or Transformation?

March 07, 2015

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Even as the role of the chief marketing officer takes on greater importance, it is undergoing tremendous upheaval. In a revealing study on CMO tenure, IDC found that 51% of tech CMOs have held their position for fewer than two years.

IDC’s insights on the popular topic of CMO tenure is captured in the attached report and based on interviews with these 10 marketing leaders:
Paul Appleby, executive vice president, Worldwide Sales and Marketing, BMC
Andy Cunningham, chief marketing officer, Avaya
Greg Estes, vice president of Enterprise Marketing, NVIDIA
Christine Heckart, chief marketing officer, Brocade
Kevin Iaquinto, chief marketing officer, JDA
Peter Isaacson, chief marketing officer, Demandbase
Jonathan Martin, chief marketing officer, EMC
Lisa Joy Rosner, chief marketing officer, Neustar
Elisa Steele, president (formerly chief marketing officer), Jive Software
Lynn Vojvodich, executive vice president and chief marketing officer, salesforce.com

Is the customer-in-control economy changing CMO tenures?  Is this an indicator of turmoil or of transformation? What insights do new CMOs offer about career transition in today’s disruptive environment?  Research and observations about the impact of the digital transformation on CMO tenure is discussed in this report by Kathleen Schaub, Vice President, IDC CMO Advisory Service, and Richard Vancil, Advisor to Senior Marketers in the IT industry.

Key insights from this IDC study include:

CMO’s as drivers of churn.  It help strengthen the position of the CMO to create the organizational change that is inevitable for business sustainability.

A CMO’s first 100-day playbook:
Understand your real job
Speed up your learning curve
Get the right people on the bus
Make a visible difference
Expedite key initiatives with operational rigor
Develop critical alliances

Download the full report

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