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The First 90 Days as a CMO

Navigating the critical months to establish marketing leadership and add value.

The First 90 Days as a CMO

Analyst perspective

The role of chief marketing officer (CMO) in corporate environments is both exhilarating and daunting. For a newly appointed marketing leader, time is already running out to establish one鈥檚 value within the organization. The short average tenure of CMOs, around four years, indicates high expectations and the volatile nature of this position within marketing and the C-suite. Success depends on quickly addressing major challenges such as filling knowledge gaps, developing a strategic plan, and implementing impactful initiatives.

Firstly, addressing knowledge gaps is essential. Understanding market dynamics is crucial for crafting successful strategies in our data-centric business environments. Secondly, aligning a strategic marketing plan with the company鈥檚 broader goals is key to gaining organizational support. This demands marketing expertise and the diplomatic ability to unite various stakeholders around common objectives. Lastly, quick wins through high-impact, efficient initiatives are vital for establishing early credibility. These should deliver clear results that resonate with key stakeholders.

Faced with these challenges, following the obvious path is not enough. CMOs are in a unique position to challenge conventional marketing practices and explore disruptive strategies that can redefine the industry landscape.

Nathalie Vezina
91制片厂 Director, Marketing
91制片厂 and Advisory
Info-Tech 91制片厂 Group

Executive summary

The critical first 90 days setting the stage for CMO success

The initial 90 days of a CMO鈥檚 tenure are crucial in positioning the marketing function as a strategic business growth driver. This critical period goes beyond making a good impression; it鈥檚 about establishing credibility, building relationships, and creating a solid platform to launch transformative marketing initiatives that will shape the company鈥檚 future.

Why do these 90 days matter?

• They set the tone for your leadership.
• They鈥檙e your chance to make a lasting first impression.
• They provide a unique opportunity to drive meaningful change.

鈥�The first 90 days are critical for new CMOs to establish credibility, align with stakeholders, and set a clear direction for the marketing organization.鈥�
Source: McKinsey & Company

Follow a structured roadmap to guide your marketing strategy

The position of CMO is exceptionally challenging due to the pressure to deliver fast, measurable results. Following a structured roadmap can lead to significant positive outcomes, while missteps can result in serious setbacks. CMOs who cannot demonstrate a rapid return on investment, don鈥檛 fully align with corporate objectives, or don鈥檛 adapt quickly to market changes often lose their jobs. These factors make the first few months crucial for establishing credibility and laying the foundations for success.

鈥淭丑别 average tenure of CMOs at leading US consumer brands dropped to 38.7 months in 2024, continuing the trend of decreasing tenure lengths for this critical C-suite role.鈥�
Source: Spencer Stuart, 2024

Lay the groundwork for success

The pivotal first months for a new CMO

A meticulous onboarding plan acts as a compass for a new CMO, providing direction and focus from day one. This critical period sets the foundation for all future marketing efforts by:

• Immersing in the company ecosystem
• 91制片厂ing trusted relationships
• Evaluating the current strategy
• Setting clear goals and quick wins

In this way, the CMO can demonstrate impact, gain buy-in from stakeholders, and ensure marketing initiatives align with overarching business goals.

The strategic edge: Modern CMO excellence

While focusing on quick wins is important, CMOs who prioritize building cross-functional partnerships and developing data-driven market insights in their first months demonstrate stronger performance metrics and longer average tenures, surpassing the standard 40-month benchmark.

The key is synthesizing three critical streams 鈥� internal stakeholder insights, competitive intelligence, and customer journey mapping.

This approach reveals hidden opportunities and builds the organizational trust needed for transformational change, creating 鈥渟trategic resonance鈥� where marketing initiatives align perfectly with customer needs, organizational capabilities, and market opportunities.

Analyze key competencies across ten key marketing functions

A comprehensive assessment of marketing capabilities determines the department鈥檚 maturity level. This evaluation process delves into marketing operations, strategies, and outcomes to establish current performance benchmarks. The analysis maps the department against maturity stages and identifies improvement opportunities. With these insights, marketing leaders can develop targeted strategies to advance capabilities and strengthen business impact.

Each capability across key areas is rated based on these achievement levels:

鈼� Not Achieved (0-15%) | 鈼� Partially Achieved (15-50%) | 鈼� Largely Achieved (50-85%) | 鈼� Fully Achieved (85-100%)

Determine your process maturity from ad hoc to optimized

A new CMO鈥檚 critical task is evaluating the marketing department鈥檚 current state. A Marketing Department Maturity Model can help identify strengths, weaknesses, and position on the maturity spectrum. This informs goal-setting and resource allocation.

Marketing Maturity Model

Tailor your approach to company scale

Strategic approach for different business sizes

When stepping into a leadership role, understanding the nuances between small and large organizations is crucial.