A recent study from Columbia University just confirmed what we’ve been hearing for years: Marketers have access to lots of different metrics, but just not the right ones.
When we talk to CMOs about performance metrics, they report that when they ask their team to present metrics to show their performance, they’re likely to get things like:
I haven’t found a whole lot of CEOs who would accept any of those metrics as indicators of CMO performance, and with good reason. This, I believe, is why average CMO tenure, though rising recently due to economic pressure, is still under 4 years.