Give CMOs time to do their jobs.(Viewpoint)(Brief Article)

Advertising Age, May, 2004

A prevailing, if unfortunate, belief is that marketing is discretionary. Now, a new study finds chief marketing executives are, too.

A rather chilling Spencer Stuart survey pinpoints the average tenure of a CMO at just under two years. That may be good for the business of executive recruiters. But it's appalling for the business of marketing, whose philosophy, at the core, is building for the long term.

The sobering facts: Only 14% of CMOs have been with their companies for more than three years. Half have been in their jobs only 12 months. Average turnover is 10 months for apparel companies and 34.8 months for financial-services companies.

It's a sad commentary that shows a deep-seated lack of respect for the marketing function. The...

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