O relatório da Spencer Stuart revelou variações interessantes na longevidade dos CMOs em diversas empresas e contextos operacionais.
Dados recentes do relatório anual ‘CMO Tenure Study 2024’ da Spencer Stuart revelam que os executivos de marketing vêm se mantendo, em média, 4.2 anos no cargo, refletindo a dinâmica do mercado.
É vital que os CMOs estejam alinhados com as estratégias de negócios para garantir o sucesso da empresa a longo prazo. Os Executivos de Marketing precisam constantemente adaptar suas abordagens e permanecer ágeis diante das mudanças no cenário digital.
CMO Tenure Study and Trends
The CMO Tenure Study evaluated the length of time CMOs spent in their roles within Fortune 500 companies and the top 100 firms listed in the Ad Age Leading National Advertisers rankings. Surprisingly, the study revealed a trend of maintaining the tenure seen in 2022, a departure from previous reports indicating more frequent changes in CMO tenure.
Insights and Observations on CMOs
Interestingly, while CMO tenure remains steady, it still falls below the average tenure of 4.6 years seen across the C-Suite. Delving into industry specifics, CMOs in B2B companies typically serve for about 4.5 years, while their counterparts in B2C operations have an average tenure of 4 years.
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Furthermore, a striking finding from the research is that 22% of CMOs in B2C companies in 2023 held their positions for a year or less, double the percentage of CMOs in B2B roles at 11%.
CMO+: Beyond Marketing Responsibilities
In many cases, the tenure of CMOs is shortened due to their potential promotion to higher-ranking positions within companies. Nonetheless, many Marketing Executives are taking on broader responsibilities while still holding the CMO role.
According to Spencer Stuart, 34% of Fortune 500 CMOs are leading functions beyond Marketing, such as communications. Moreover, 68% of departing Fortune 500 CMOs were either promoted to new roles within their current companies or moved laterally or upward to new companies.
Diversity and Inclusion Trends
Shifting the focus to diversity, the study noted a rise in the number of internal and entry-level CMOs, signaling a trend of companies nurturing talent from within. In 2023, 71% of Fortune 500 CMOs were first-time appointees, with 58% being internal promotions, showcasing a 4% increase from 2022.
Women are making significant strides in the CMO landscape, with half of the CMOs in Fortune 500 companies in 2023 being women, a 3% increase from 2022. Meanwhile, in the Ad Age Leading National Advertisers, women comprised the majority at 52% of CMOs, a slight decrease from the previous year.
Conversely, racial and ethnic minority groups were underrepresented among Fortune 500 CMOs. In 2023, only 12% of CMOs identified as part of these groups, down from 14% observed by Spencer Stuart. In contrast, 19% of CMOs in the Ad Age companies belonged to underrepresented groups, showing a slight uptick from 18% in 2022.
Fonte: @ Mundo do Marketing
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