At last week’s meeting of the CMO Community, a representative of the executive search consulting firm Spencer Stuart mentioned that the average tenure for Chief Marketing Officers at U.S. companies is 28 months, up five months from 2006. Great news, I thought, given my profession.
However, remembering the earlier confusion on CFO tenure, I decided to do some fact checking before celebrating. I couldn’t find recent research on their web site but I did find this article in B2B which repeated the conclusion. I should have stopped there.
Since all of these reports appear reputable and they are all recent, I can only chalk up the discrepency to differences in measurements. U.S. only vs. world-wide. Top 100 vs. a larger sample. Voluntary vs. involuntary termination.
The morale of the story? The defintion of a metric is at least as important as the measurement itself.