Marketing Week’s Salary Survey of UK marketers shows 81% are planning to leave their post in the next three years and 39% aim to exit within the next 12 months. In addition, Marketing Society figures show the average tenure of CMOs in the UK is only 18 months.

Business objectives need to look to the long term in order to avoid CMO tenure being less than 18 months. Where we have seen the most successful and long term placements is where the recruiting firm has set business objectives that look two to five years ahead. These are the roles that are most appealing to the top talent.

If there are shorter term objectives that a firm needs to fulfil, then their recruitment strategy should reflect this and an interim role be considered, as we have written about previously.

Recruiting firms should also look at how they are measuring the success of their CMOs. IPA research has shown that, increasingly, short term metrics are being used to measure success, which is affecting the potential for creativity and bringing about change.

A longer term view both in terms of the business objectives and the measurement criteria will allow the right marketing leader to thrive in a role, and avoid the costly implications of having to re-recruit every 18 months.

tml Partners – specialists in marketing recruitment. 

Sources:
https://www.marketingweek.com/2016/09/07/why-cmo-tenure-is-falling/
https://www.marketingweek.com/2016/09/07/how-to-balance-short-term-impact-with-long-term-results/#top