Today's CMO has an average tenure of no more than 18 months! Some firms churn and burn CMOs like other people use paper towel. One trend I've spotted and would like to call first is the outsourced CMO. No, this time it isn't going to happen in India, but rather on Madison Avenue. Look at companies like one consumer electronics firm basedin California and you see the outsourced CMO. This company has decided not to hire a full-time CMO and rather consults with a former CMO based in New York. And, I would like to go one step farther and call the rise of CMO teams. These will be two or three former CMOs joining togehter to counsel clients. This trend will be a win-win for the company and for the CMOs who will begin to shift the balance of power.
For more on the topic, check out Seth Godin's blog.
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