Analytics and accountability are helping extend CMO tenure

08/1/2013 | Forbes

Chief marketing officers at the top 100 advertised brands in the U.S. have nearly doubled their average tenure since 2006, from less than 24 months to around 45 months, according to a Spencer Stuart survey. The increase is due largely to new technology and analytics that allow CMOs to better explain the benefits of marketing and increase responsibility as branding gains importance across digital media, MarketShare Director Daniel Kehrer writes.

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