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CMO tenure is declining with a median life cycle of about 28 months. But two years is exactly when brand marketing gets exciting, making it a disappointing time to say goodbye.
This high turnover comes down to two types of movement. The first is when CEOs and boardrooms are preoccupied with KPIs that don’t necessarily align with building an authentic brand. CMOs are forced out for not delivering on growth numbers in this case. The second is when CMOs leave of their own accord after they’ve helped build a brand, hoping to build their stock portfolio. The idea: get in, get stock options and move on to repeat the same process elsewhere. Maybe one will be the big break!
But the brief CMO tenures are out of step with what marketing experts know to be true: building a brand takes consistency and time.
The good news is it’s possible to set your company up on a successful brand journey and enjoy the fruits of your labor, even once you’re gone. Here’s how to best set that brand journey in motion.
Build your steadfast KPIs
The first three months are crucial when you’re new to a company. Whether you’re the first CMO or the tenth, you’re there to create change. So set the stage for your success.
Non-marketing folks don’t have the same understanding as marketers of how brand building works so they will default to performance metrics. Don’t accept these as the only KPIs that matter. Instead, shift the conversation towards KPIs that work in your favor and expand the definition of growth.
The first deliverable you should set is establishing a comprehensive, clear brand system (if it doesn’t already exist). This is fundamental to the consistency necessary for brand recall and recognition, and yet so often lives inside a single person’s head where it’s easily lost. Establishing the system mitigates that risk and saves time for every team.
Secondly, add KPIs around brand engagement beyond sales. This includes simple Google analytics on website visits and social media statistics (i.e.: increase in follower count). Another good metric is employee branding results, such as brand marketing leading to direct hires. These kinds of numbers help get the whole leadership team on board.
