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CMO Tenure Story May Be Off-Base: Forbes Columnist  

Much has been written about short CMO tenure and troubled waters for the role. However, this story may be misguided, according to Seth Matlins, managing director of the Forbes CMO Network.

stone g393086bcb 640In a recent column in Forbes, Matlins argues that while many have been perpetuating the “sorry state of affairs” narrative about the CMO role, it may be wrong. He suggests that this conclusion is based on insufficient data and a lack of context and analysis.

For example, the data doesn’t show whether CMO tenure is short because of executives pursuing new opportunities and retirements or firings. However, it is almost always attributed to failure.
Matlins looked at search giant Spencer Stuart’s CMO Tenure Study, a very influential report and spoke with Greg Welch, co-author of the current report.

Aside from gripes with the sample size, and issues with statistical accuracy, Matlins said open CMO roles are included in the average when they should be excluded.

“Marketers know that data is frequently manipulated to tell the story we want it to if not exactly the story it might more accurately represent, but this ‘snapshot’ offered by Spencer Stuart seems more than a bit like a face-tuned profile picture on a dating-app,” Matlins writes. “While there is some truth to it, the picture neither fully nor accurately represents reality.”

Read the full article from Forbes.

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