CMOs seek to improve performance

Last month I highlighted an Aberdeen Research report that  pointed out a sobering statistic about people who fill the role of CMO. The average length of tenure is just under 2 years. Writing for IT BusinessEdge, Rob Enderle echoes this concern. He suggests that many CMOs are not well-​matched to the specific position or corporate structure they have taken on.

To improve the chance of success in this position, Enderle reminds his readers to return to basics with an understanding of the 4 elements of marketing defined by emeritus professor Theodore Levitt, Harvard Business School:

  • Identify, select and develop the product
  • Price the product
  • Select the appropriate distribution channel with the customer as the end point
  • Develop and implement the promotional strategy

In assessing the successes of CMOs, Enderle holds up Apple as a company that excels in all categories. He also outlines several ideas about how CMOs can increase the length of time they hold their jobs. While some of these points have been widely discussed in the industry, the following concepts should loom large in the plans of any new CMO:

  • Learn from the Last CMO’s Successes and Failures
  • Make the CEO Look Brilliant
  • Build Your Own Loyal and Competent Team
  • Maintain Control Over Your Ad Agency

These strategies may help new CMOs in 2010 keep their jobs for more than 2 years and allow them to contribute significantly to the success of a business.

[Source: Enderle, Rob, How to Survive the Thankless CMO Job, ITBusinessEdge, 12.16.09]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.