NEWS

High fluctuation of CMOs: Failing traditional marketing puts ecexutives into jeopardy

„If you're a new chief marketing officer, you probably don't have time to read this“, AdAge writes. According to a new survey from Spencer Stuart the alarmingly brief average tenure of a CMO has shrunk from a sobering 23.6 months in 2004 to an even tighter 23.2 months this year. Even more striking: 53% of the executives have been in their jobs for less than a year. In Spencer Stuart's original 2004 study, 41% of CMOs were appointed in the prior 12 months. "The shorter tenure is in part a reflection of the change from failing traditional-marketing approaches to less-defined and more dynamic approaches," said Jeff Bell, corporate VP-global marketing of Microsoft's Interactive Entertainment Business. "Clearly the skill set of CMOs is changing from 'TV, TV and more TV' to interactive media. ... As the world of marketing completes this transition, the tenure will stabilize."

The short tenure is not likely to help companies develop long term perspectives, as one executive explained: "If you're a CMO and you know chances are you won't be there long," he said, "you are not going to make the right decisions for the company long term."

17.07.2006

 

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