Great CMOs don't survive in companies with a short-term focus. Average CMOs don't survive in companies with a long-term focus.
This mismatch is why CMO tenure is less than 2 years in most companies.
In companies with a short-term focus, hitting next quarter's projections matters more than anything else. This is when shortcuts are taken, this is when bad marketing strategies are deployed, this is when customers are not the focus.
Great CMOs either quit or are fired for wanting to do things that pay dividends with time horizons more than a year out.
In companies with a long-term focus, creating long-term enterprise and customer value is the objective. Short-term tactics and hacks go out the window.
These companies are hard to find because it all starts with the CEO and investors. Great CMOs thrive in such environments because their inclination to play long-term games aligns with the company's.
This is why "selecting" the right company to hitch your horse to as a marketing leader is critical.
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