In a recent article published in Marketing Week, it is highlighted that 21% of CEOs in FTSE 100 companies come from a sales and marketing background

However, we are still seeing a disconnect between CMOs and other c-suite professionals.

This is perhaps a contributing factor to why there is a shorter average tenure for CMOs compared to other c-suite roles. In the US it’s just 4.1 years for CMOs compared to 5.3 for others.

Santander CMO Keith Moor, comments: “A CMO must speak the same language as the finance department or tech department. You need to be on the same page.

“A CMO must not think of marketing as something separate from the rest of the business but rather as just another framework to help the business grow. Gone are the days where it was just enough to deliver a great campaign in a separate wing of the building, instead you now need to be fully aligned with every division on a daily basis.”

Having marketing representation on the board is something that is a relatively recent trend, especially in the professional and financial services sectors. Where we have seen the greatest success is CMOs integrating their strategy with other departments, and communicating effectively across a business.

 

Source:
https://www.marketingweek.com/2017/03/27/santander-cmo-promoted-to-exec-board/

tml Partners – specialists in marketing recruitment and provide specialist interim CMO support.