Only a few marketers will make the transition to CEO. With average tenure somewhere
between 2–3 years (depending on the market) the odds are stacked against CMOs progressing
into general management and then the top slot. As leaders of the marketing function
they are often the first casualty when growth targets are not met; they may fail to live up to
expectations or over-promise. Positioned at the intersection between innovation, sales, supply
chain, manufacturing and business leaders they are among the most exposed members
of the executive team.
What’s more, CMOs rarely (if ever) get promoted to CEO in the same company. To become
a CEO a CMO must almost always make a double transition, out of their function and into
a new company. The obstacles facing CMOs with ambitions for the top job are considerable
and likely to be too great for those who are unwilling to step out of their comfort zone and
test themselves in unfamiliar roles. It is therefore vitally important to prepare properly by
developing the right set of skills and experiences that will make the transition possible and
to understand the pressures and challenges that come with the top job.
Copyright © 2009 Spencer Stuart
