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What Everybody Ought to Know About CMO Lifespan

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I’ve heard this anecdotally for some time now, but I finally saw a Forrester Research report that states the average Chief Marketing Officer’s (CMO) lifespan is 23 months. This compares poorly to the 36-48 months average lifespan all the other C-suite executives enjoy.

Shutter.

From a podcast perspective, we must know exactly how our CMO is being measured and then simply help him/her deliver. If he’s being measure on Net Promoter Score (NPS), which is the percentage of customers who would recommend his company minus the percentage of people who would not (promoters-detractors), our job as podcasters is to take steps to improve customer loyalty.

Please note that I’m not saying customer satisfaction. There is a HUGE difference between a “satisfied” customer (who has no allegiance to you), and a loyal customer who will use you again, recommend others to you and push back on competitive advancements.

By the way, it is argued that a good NPS indicates a company’s growth potential through their customer’s eyes. If that is true, then a CMO that is measured on lead generation, corporate revenue, and/or growth objectives, should care about customer loyalty issues as well.

If, on the other hand, the CMO is being measured on other goals, it’s our job as podcasters to KNOW WHAT THEY ARE, so that we may help! The concept of doing a podcast just because it’s cool will soon tire (if it hasn’t already done so), which means if you are responsible for your company’s podcast efforts, not knowing what your CMO really cares about will eventually get your production shut down.

Posted on Tuesday, December 4, 2007 · 2 Comments

Comments

2 Responses to “What Everybody Ought to Know About CMO Lifespan”
  1. Amy Madsen says:

    Thanks for an interesting post. If any of your readers are interested in learning more about Net Promoter Score, please visit the official site located at http://www.netpromoter.com/. We have many blogs, discussion forum, job board, conferences, general info, and more. Of particular interest may be some of the real world success stories, which are blog write-ups from our past Net Promoter conferences. Here is the link: http://www.netpromoter.com/success-stories/index.php.

  2. scottw says:

    You’re welcome, Amy. I thought the NPS concept was interesting…it certainly makes sense.

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Live Streaming Video – Business Podcast – Web TV Consultant – Las Vegas, Nevada