1、INDEPENDEN T P U B L I C AT I O N BYR AC O N T EU R.NE T14/06/2022#0812LYour stories,infinite possibilities.06THE FUTURE CMOEVALUATING THE REVENUE OPERATIONS MODELTHE IMPACT OF LIGHTER TOUCH DATA LAWS1206THE NEXT GENERATION OF MARKETING16R A C O N T E U R.N E T030 0/0 0/2020INDEPENDEN T P U B L I C

2、AT I O N BY#0 0 0 0R AC O N T EU R.NE TMOs dont stay in the job for long and their tenures are getting shorter.Is that a bad omen,or is a steady injection of fresh blood just what the role demands?You cant argue with the facts.CMO tenure is at its lowest level in a decade,at an average of just 40 mo

3、nths,according to executive search firm Spencer Stuart.Com-pare this with CEOs,who now stay in place for more than twice as long as CMOs,with an average tenure of 85 months.Spencer Stuart analysed CMO ten-ure in 100 of the most-advertised US brands in 2020.The firm found the drop was fuelled largely

4、 by transitions of several high-profile,veteran marketers,such as Lynne Biggar,who left her six-year role as Visas global CMO in March this year to take on board director and consultancy roles.Remi Kent moved to Progressive Insurance in October 2021 after nearly two years as CMO at 3M.Carla Zakhem-H

5、assan took up the post of CMO at JPMorgan in Octo-ber after four years at Citi,one of those as CMO.“The pandemic caused many exec-utives to rethink their career path.It also led many brands to either pivot or rethink their marketing approach.Not surprisingly,how brands choose to take a stand on many

6、 current social topics has changed the game in many regards,”says Spencer Stu-art partner Greg Welch,who leads its CMO Tenure study.There are other factors driving the current volatility in the CMO role.For example,Welch points to advances in technology and a changing social environment that influen