12/08/11

Why are CMOs Being Fired Twice as Fast?

Note: This is a guest post by Andy Hayford, an account manager at Serfwerks, a marketing and design agency with offices in Salt Lake City and Southern California.

Why are CMOs Being Fired Twice as Fast?Why are CMOs being fired twice as fast as any other C-suiter? Why are major corporations like Old Navy, Taco Bell and Miller Lite letting their marketing executives go?

A recent article by Jonathan Salem Baskin questions why there is so much turnover in the marketing C-suite.

Is marketing changing? Sure. Is the marketing landscape beginning to flatten with the use of social media? Possibly. Maybe it’s as Jonathan suggests, maybe they deserved to be fired.

Lack of Accountability

Serfwerks believes that in many companies marketing is the last function to reject all accountability. Is there a change coming? Could this be why companies are moving on without their top marketing executives? Are we finally seeing the day where there are no more bottomless marketing budgets used to explore “creative” ideas? Are CEOs finally requiring CMOs to measure their marketing ROI? We sure hope so.

The Case for Accountability

If only 25% of companies are measuring their marketing performance, it must be difficult to do.

On the contrary.

It’s rather simple. If you can look at past performance, define you key performance indicators and outline your sales cycle. You can measure your marketing with a 95% accuracy.

Are you measuring your marketing performance? Now is the time to do it. Don’t be the next marketing department casualty. Start being accountable today.

About the Author
Why are CMOs Being Fired Twice as Fast?Prior to joining Serfwerks, Andy Hayford worked as a consultant for both Overstock.com and Sun Products Corporation helping both companies improve their customer service processes and showing them how customer service should be the foundation of any organization . Andy also has over 10 years of financial services experience with American Express, Wells Fargo and Morgan Stanley just to name a few. He currently functions as Serfwerks account manager and business development specialist. Andy has a Bachelor’s of Science from Western Governors.

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Comments

  1. I’m glad someone put this out there. I work with clients on fine tuning their sales & marketing strategies all the time. For sales, its a no brainer- you measure sales people’s effectiveness with goals all the time. Marketing efforts- not so much. If companies used the same accountability systems they use for sales people in marketing campaigns, ROI would be much easier to measure and marketing plans more deliberate and effective.

    • I agree to this, mostly. There are KPIs like branding, awareness, trust, image and reputation that are hard to put an accurate ROI on. It can be dangerous for every marketing strategy to be tied up with ROI, because it forces those strategies to go away from building a brand as they change to become more closely related with lead generation and sales.

      • Our approach to marketing is strategy before tools approach. So many times companies take the tools before strategy approach. When you take the Serfwerks approach you’re better able measure difficult things like branding, image, reputation etc.

  2. This is a great area for Marketing departments to be much more aware of. Technology is changing and marketing needs to do the same.

    Traditional media is still big and shouldn’t be overlooked while balancing the need to take advantage of social media, especially blogs and forums for B2B business models and more consumer oriented social media for B2C. Good solid SEO efforts are also key.

    Looking at your history I also agree that a focus on customer service is as important as anything to establish a positive relationship with clients and a vehicle to support the brand experience of any company.

    Good article.

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