the cmo lifecycle · 2018-12-17 · cmo named aor named campaign launch new cmo named cycle begins...
TRANSCRIPT
THE CMO LIFECYCLETENURE ANALYSIS REPORT
Table of Contents Introduction
CMO Trends by Category
Gender Trends in CMO Tenures
Methodology
CMO Tenure Trends
3
7
17 23
5
10
Data Selection
Average vs. Median
Tenure Length
CMO vs. CEO
ConclusionAbout Winmo
Overview
CMO Lifecycle
CMO Tenure Category Trends
Consumer Goods
Retail
Financial Services
Restaurants
Digital Business Providers
Total Male vs. Female CMO Tenures
Male vs. Femal CMO Tenure Length
Male vs. Female CMO Tenure by
Industry
Introduction
With an unparalleled view of shifts across advertisers, agencies, and decision-makers in their ranks, Winmo predicts new business opportunities months in advance. A key factor in the platform's predictive algorithm are new CMO hires.
Expanding upon Winmo's predictive prospecting platform, WinmoEdge, the CMO Tenure Report takes you inside the data that thousands of new business teams rely on every day. Here are the highlights:
After analyzing over 2,400 data points, Winmo found that average tenure is 43 months, or 3.6 years, while median tenure is 33 months.
The CMO "sweet spot," or time when CMOs generally move up and out of roles, is between 30 and 45 months.
This report examines a variety of industries with a majority of data coming from consumer goods (419 tenures), retail (296), financial services (265), restaurants (230), and digital business providers, or online-only companies (198).
For the first time, Winmo's tenure report evaluates gender parity in the CMO position. This report finds that gender representation is most balanced in marketing, where women make up almost 42% of CMO positions analyzed.
CMO Named
AOR Named
Campaign Launch
New CMO Named
Cycle Begins Again
Six-to-18 Months Later
Three-to-Six Months Later
12-to-18 Months Later
Of the major business disciplines, marketing is perhaps the most susceptible to change. The industry is continually evolving, and with it, the demands and expectations of CMOs and leading marketing executives. We anticipate that this constant change is a significant factor in CMO tenure and the broader CMO lifecycle; CEOs expect a new CMO to be the magic bullet that will turn around disappointing sales, grow a lagging market, or inspire a new generation of customers.
CMO Opportunity Timeline
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Winmo’s CMO Tenure Report plots over 2,400 tenures across a variety of industries and to date, is the broadest and most thorough inspection of CMO trends within the nation’s top advertisers, their competitors and related companies.
Compiled by our team of WinmoEdge analysts, we have considered the holistic CMO journey, following decision-makers’ positions dating back to 2010. This report includes data points from the top marketing executives at each company represented; while titles vary, each position considered within the report functions as a company’s CMO. For more information on Winmo, visit www.winmo.com.
Methodology: WE KNOW THIS SPACE
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Median33 Months
Average 43 Months
Winmo's report shows that the CMO tenure "sweet spot," or the time after which more CMOs rotate up and out of positions, is between 30 and 45 months. Based on this data, Winmo recommends paying close attention to companies and brands whose CMOs are celebrating the 3-year mark for potential moves and changes.
AVERAGE CMO TENURE IS 3.6 YEARS
CMO Tenure Length
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CMO TENURE IS LESS THAN HALF THE LENGTH OF CEO TENURE
CMOs spend less time in their roles than Chief Executives do, meaning that marketing decision-makers have to move the needle faster and earlier than their C-suite counterparts do.
CMO Tenure
3.6 years
CEO Tenure
7.2 years*
*CEO tenure data according to Equilar’s 2018 survey of S&P 500 CEOs.
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Examining Tenure By Top - Analyzed Industries
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6040200
Consumer Goods
Retail
Restaurants
Digital Business Providers
B2B
Associations & Organizations
Travel
Service
Education
Average Tenure (Total)
Average Tenure Length (Months)
TENURE LENGTH BY INDUSTRIES CONSIDERED
Financial Services
Winmo's report looked at a variety of industries, with a majority of data coming from consumer goods (419 tenures), retail (296), financial services (265), restaurants (230), and digital business providers, or online-only companies (198).
Within these industries, Winmo found that more traditional categories, like financial services, average longer tenures (17% above median), while newer business segments, like digital business providers, bring averages down (27% below median).
Months
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30Months
Industry Median
50
40
20
30
10
0
Industry-Wide Tenure (Average)
Industry-Specific Tenure
CONSUMER PACKAGED GOODS CMO TRENDS
The CPG category is the largest category of data within this report, assessing 403 tenures. CPG tenures are broken into five subcategories but come from a variety of companies ranging from Coca-Cola to Mattel, Inc. Despite the breadth of the industry, tenure remains relatively consistent across each subcategory (37 months).
Athletic &
Outdoor Apparel
Apparel & Accessories
Beverages PackagedFood
OtherMisc.CPG
Months
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60 8040200
Average Tenure (Total)
Average Tenure Length (Months)
RETAIL CMO TRENDSApparel & Accessories
Specialty
Drug & Groceries
Other Misc. Retail
Department & Big Box
Sports & Outdoor
Home
Focusing on the point of sale process (as opposed to CPG, which is categorized by the goods produced), Retail spans 7 subcategories across 296 tenures. As a category, Retail sees faster turnover than average (36 months vs. 43 months).
31Months
Industry Median
Months
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As one of the most traditional categories in Winmo's report, Financial Services tenures are six months longer than average tenure overall, at 48 months. Of the 265 Financial Services tenures analyzed, Insurance stands out, averaging tenures north of 55 months.
Months
40
60
20
0
Average Tenure (Total)
Average Tenure Length (Months)
FINANCIAL SERVICES CMO TRENDS
Banking&
Lending
WealthManagement
Credit Cards,PaymentServices,FinTech
Insurance
Industry Median
39Months
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QSRs, or Quick Service Restaurants, lead the Restaurant subcategory at 38 months, almost even with average tenure overall. Otherwise, average Restaurant tenures (230) sit at 37 months, putting them short of average tenure overall.
Months
40
30
50
20
10
0
Average Tenure (Total)
Average Tenure Length (Months)
RESTAURANT CMO TRENDS
Casual Dining
Fast Casual
QSR
Industry Median
31Months
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Winmo's newest category, Digital Business Providers, encompasses everything from Amazon to Tinder. The common throughline? These businesses are all internet-only. A more modern and younger industry generally, DBP tenure average reflects high turnover and a new landscape, coming in well below overall average tenure at 29 months.
Months 40 503020100
Average Tenure (Total)
Average Tenure Length (Months)
DIGITAL BUSINESS PROVIDER CMOS TRENDS
Online Retailer
Subscription & Delivery Services
Streaming Services
Social Media & Other Mobile Apps
Other Misc. DBPs
Industry Median
24Months
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A DEEPER LOOK AT GENDER PARITY IN THE CMO ROLE
New to this year’s report is a special section dedicated to evaluating gender parity in the CMO position. By examining this facet of the data, Winmo provides the first meaningful assessment of gender diversity in marketing executive leadership, particularly in comparison to other leading C-suite positions. In the leading takeaway from the gender assessment, Winmo found that while there are more male CMOs than female, the chief marketing position edges far closer to a 50/50 split than any other C-suite position. While prospect pitching shouldn't vary based on gender, Winmo believes that considering gender equality in the CMO position offers a critical context to understanding decision-makers and their tenures overall.
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Women Occupy Almost 42% of CMO Tenures
Female
41.6%
Male
58.4%
CMOs by Gender
Our survey of CMOs reveals that 1,002 of all considered tenures are held by women, representing almost 42% of all tenures. Men occupy 1,420 of leading marketing positions in our report.
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Percentage of Womenin Each C-Suite Position
9
The CMO Position Represents the Most Gender Parity in the C-Suite
At almost 42 percent of all CMO tenures tracked, women are well-represented across the industries within this report -- especially when compared to the other top C-suite positions, including CEOs, CFOs, and CIOs.
CEO: Fortune 500 List of CEOsCFO: Crist | Kolder AssociatesCIO: Harvey Nash/KPMG CIO survey
50.00 %
40.00 %
30.00 %
20.00 %
10.00 %
0.00 %CEO* CFO* CIO* CMO*
Sources:
9%
12%
4%
42%
Percentage of Womenin Each C-Suite Position
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Female CMO Tenure Is Shorter Than Average Tenure Overall
50
40
30
20
10
0
Male CMOs
Female CMOs
While the difference in average tenure length by gender isn't a huge jump (42.8 months for men, 37.5 months for women), it does indicate that female CMO tenure is actually five months shorter than the overall average (43 months).
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Online-Only Businesses Have the Most Gender Parity
250
200
150
100
50
0
Cosumer Goods Retail Digital Business Providers
Financial Services
Restaurants
Digital Business Providers (DBPs), or online-only businesses, represent the most gender parity across the top five analyzed categories. In addition to being the newest industry within Winmo's report, DBPs typify a more modern kind of business overall.
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Winmo is the leading B2B sales intelligence provider for the media and advertising industry, tracking decision-makers who control over $100 billion in marketing spend each year. Taking the guess-work out of prospecting, we guide those who target national advertisers and their agencies to the right decision-makers, on the right accounts, at the right time.
While providing the most accurate contact and brand-agency relationship data available in our industry, Winmo’s award-winning platform also predicts sales opportunities on the horizon – tracking subtle industry shifts that in return provide clients with forecasted new business leads months before they happen. With access to verified sales intelligence, intuitive features, and forecasted opportunities, Winmo users don’t chase new business leads, they get out in front of them. To learn more about Winmo, visit www.Winmo.com.
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