Of all the partnerships in our lives, few have the “break-up” potential of the full-time Chief Marketing Officer, and the company they’ve pledged their allegiance to.
The most recent stats on the matter bear this out: Last year, the average tenure for a CMO was just 40 months – an 11-year low, according to headhunting firm Spencer Stuart. The survey also noted the lowest-ever median tenure (25.5 months in 2020) – a sign that could point to increasing pressure for quick results for newly-minted CMOs, or, like completing a puzzle, finding that piece that’s the right fit.
If you’ve been with me for the first couple of blogs, you certainly understand by now that there are myriad ways to tackle your market-facing challenges – agencies, in-house resources, and, yes, the full-time CMO.
In our previous blogs, we’ve arrived at a compelling case for the hire of a fractional resource in the top marketing slot. It’s often faster, with less commitment, than a full-time CMO. And, you get top talent that has been time-tested at some of the biggest, most well-run companies. But now – how to make the leap?
Though every fractional resource and need is different, there remain absolutes – top qualities – to consider when evaluating the right CMO for your unique business case and challenges. I’ve assembled a list of the five key standards to gauge when picking a fractional CMO – and some of these may surprise you:
Ready to drive change? Fired up about the possibilities of working with a real agent of change? I, and my 80+ colleagues at Chief Outsiders, can fill that role for you. If you are interested, please reach out.
In case you missed the other posts from the series: