The Secret to Getting CMOs Off the Endangered Species List

Scott Lambert

Marketing strategies increase ROIWithin the last couple of years, Business Week and Fast Company have both published articles discussing the short life-span of CMO’s.

According to research by Spencer Stuart, an executive-search firm, the average tenure for top-consumer branded company CMO’s was only 23 months, compared to CEO’s that lasted an average of 54 months.

This should concern us as marketers. Why are CMO’s under such fire and how can we as marketers keep our jobs?

How Can Everyone Work Together

Marketers have some challenges stacked against them. First of all, our efforts are more visible and advertising and promotions are publicly scrutinized. Very rarely do people criticize the CIO’s data infrastructure or CFO’s accounting practices.

That is partly because other C-level executives have financially relevant and standardized measurement techniques to justify their costs and validate ROI. CFO’s have the Generally Accepted Accounting Principles (GAAP), and CIO’s have ISO (an international organization to define and codify a broad range of operational descriptions, practices, and measurement). 

With the CEO’s obsession with Wall Street, unfortunately, the CMO is usually the “fall guy” if the numbers go south and the CEO is forced to make changes.

Marketing Strategies & Goals Help Increase ROI

So, how can marketers protect themselves from this knee-jerk trend?

The marketer’s strategy must be tied to financial profit and growth. That’s where an agency that is skilled in research, measurement, and analytics comes in – delivering performance-based strategies that provide a high rate of financial return by bringing in valuable new clients and retaining current ones.

Gut-feelings and even best practices can be misleading but if the right goals are known and the right metrics are being monitored, then misnomers, such as impressions, flashy-design, eyeballs, click-throughs, awareness, and visitors will not distract from top-line growth.

My next post will discuss the risks of measurement: both when we do and don’t measure the response and value of our marketing decisions.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Inbound Marketing

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