The Falling Tenure of the CMO: How to Help Turn the Numbers Around

Written by: Betsy Lillian on 2/9/21 11:28 AM

Over the past few years, research has been showing a decline in the average tenure of a U.S. chief marketing officer.

In fact, at 3.5 years—cites a new report from consulting firm Korn Ferry—the CMO’s tenure actually ranks as the shortest of all titles in the C-suite (CEO, CFO, CHRO, CMO and CIO/CTO). In comparison, the average for the CMO was 4.1 years in 2016.

The report, which analyzes the top 1,000 U.S. companies (by revenue), notes in particular that CMOs in the technology industry are ranking the lowest on average, with a 3.0-year tenure. At the top were CMOs in the industrial sector, coming in at 4.0 years.

Caren Fleit, leader in Korn Ferry’s global marketing officers practice, suggests the overall tenure problem could be tied to an organization’s deficiency in proving the true value of the CMO—i.e., “a lack of understanding of how powerful this role can really be in terms of driving business outcomes.”

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Topics: Dashboards, Marketing Planning, Marketing Analytics, Revenue Attribution, Hive9, marketing measurement, Marketing Performance

Why You Need Both the Big Picture and Small One

Written by: Patrick Kilgore on 6/13/16 10:39 AM

One of the benefits of marketing performance software is that businesses can break down their data silos to start seeing the marketing big picture. That high-level view is important, but it’s just as important to see all the smaller components that make up the larger story.

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Topics: Dashboards, Hive9

Five Steps to Successfully Complete the Dashboard Expedition and Unlock the Value of Marketing

Written by: Patrick Kilgore on 12/3/15 3:41 PM

This article is a reblog and was originally published by Laura Patterson of VisionEdge Marketing.

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Topics: Dashboards

What Does Gartner Have to Say about Marketing Dashboards?

Written by: Munira Fareed on 12/2/15 10:11 AM

Gartner recently published research aimed at helping marketing leaders overcome their struggles with getting value from their dashboards.

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Topics: Dashboards, Marketing Analytics, Hive9

How Good Is Your Organization at Measuring Marketing Performance?

Written by: Munira Fareed on 10/21/15 11:29 PM

Recently, Hive9 hosted a webinar called “Avoiding Random Acts of Measurement - Using the SiriusDecisions Aligned Measurement Framework to Implement a CMO Dashboard.” We are consistently working to help educate CMOs on the value of measuring marketing performance in their organization and how dashboards are the ideal mechanism to do so.

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Topics: Dashboards, Marketing Analytics, Hive9

Are You Flying Blind Without Real-time Dashboards?

Written by: Darin Hicks on 9/3/15 2:54 AM

As a marketing leader, you have plenty on your plate. You have to keep track of things like budgets, plans, strategies, and performance, just to name a few. Sadly, too many marketers are still trying to do this via spreadsheets. Maybe you’ve just used them so long, you don’t know what you’re missing. For the sake of your marketing success, let me tell you exactly why real-time marketing dashboards will trump any spreadsheet or other tool.

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Topics: Dashboards, Hive9