CMO-md is dedicated to helping B2B CMO's be more successful !
In 2014, the median tenure for a “Chief Marketing Officer” at a top US brand was only 26.5 months1. The tenure for B2C CMO’s is likely no different. There are two driving factors:
1) Marketing is seldom the lead function in B2B companies, and the CMO is often caught between sales, P&L management, technology leaders and the rest of the "C" suite. The new CMO is expected to drive profitable growth but lacks the organization influence to deliver measureable results.
2) The B2B marketing teams are not well prepared. There is a lack of trained B2B marketers that have the data, analytic, and customer analysis skills that are required along with insight into the company’s specific product / services markets.
At the same time, the B2B CMO is inundated with recipes for success. Help comes in many forms. Authors who want you to apply the solution from their latest book. Many consultants want to apply what they have done at other companies to your organization. Academics study businesses and offer processes, behaviors, and organization structures that "successful companies” employ.
The problem is that none of these really work. Each company is different in terms of resources, competitive position, culture, technology, geographic presence, and personnel. Each issue that you face must be evaluated based on the particular situation. You apply solutions that worked in other companies at your peril.
Authors, consultants and academics do provide a valuable service. They provide options for you to consider. Those options need to be evaluated in light of your particular situation. Success is when you learn what others have done, selectively apply the parts of others’ approaches that make sense, and you create rest of or innovate the solution that you need.
CMO-md is dedicated to helping B2B CMO's, and leaders in similar roles, deliver business success and achieve job longevity. It aims to identify what really works in B2B marketing. It will attempt to separate the fact from the hype and fiction. Within the constraints of a website, it will attempt to help B2B marketing leaders make better decisions.
1) Spencer Stuart April 2016