What Product Leaders Need the Most From Marketing
Hint: it’s closer to information technology than creative talent!
I graduated from Business School with a Masters degree in Marketing. Yet, little did I know about marketing then! I kept navigating between sales and marketing roles. It took me years of practice to appreciate marketing and understand its core functions. When I moved into general management and spent more time with product management, engineering, operations, finance, I realized how misunderstood marketing was. Disregarded by some as a necessary evil or reduced to the function of MarCom (remember I work in Tech!).
So, it’s no surprise that the longevity of CMOs (Chief Marketing Officers) in their role is short compared to other executives. A 2019 survey from Spencer Stuart showed the average tenure of CMOs was about 42 months and declining. It compares with 88 months for CEOs and 66 months for CFOs.
Yet, the marketing executives who consistently beat the odds and outperform their peers have one thing in common. They build a rock-solid Marketing Operations foundation.
What is Marketing Operations (or MarkOps), and how can it make a difference for entire…
