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Ten CMOs on Tenure, Turmoil, and Transformation

Ten CMOs on Tenure, Turmoil, and Transformation

This IDC Insight interviews 10 marketing heads from a range of company sizes and business models for their views on the current and future state of the tech chief marketing officer (CMO) role. Each of these leaders had been in their role for approximately one year or less — although each is seasoned and wise, and most have held similar roles in other companies. These savvy, experienced, leaders also let IDC inside their playbook for a successful "first hundred days" on the CMO job.

Please Note: Extended description available upon request.


IDC Opinion
In This Insight
Situation Overview
The Tech CMO Tenure Study
Exploring the Issue of CMO "Churn"
Driver 1: The Opportunity Wave
Driver 2: The Capability Gap
The Situational Fit
The CMO's First Hundred Days
Understand Your Real Job
Speed Up Your Learning Curve
Get the Right People on the Bus
Make a Visible Difference
Expedite Key Initiatives with Operational Rigor
Develop Critical Alliances
Future Outlook
The CMO Role Evolution
Learn More
Appendix: Biographies
Paul Appleby, Executive Vice President, Worldwide Sales and Marketing, BMC
Andy Cunningham, Chief Marketing Officer, Avaya
Greg Estes, Vice President of Enterprise Marketing, NVIDIA
Christine Heckart, Chief Marketing Officer, Brocade
Kevin Iaquinto, Chief Marketing Officer, JDA
Peter Isaacson, Chief Marketing Officer, Demandbase
Jonathan Martin, Chief Marketing Officer, EMC
Lisa Joy Rosner, Chief Marketing Officer, Neustar
Elisa Steele, President (Formerly Chief Marketing Officer), Jive Software
Lynn Vojvodich, Executive Vice President and Chief Marketing Officer, Salesforce
Figure: Number of Tech CMOs with Start Date in Designated Year
Figure: Paul Appleby, Executive Vice President, Worldwide Sales and Marketing
Figure: Andy Cunningham, Chief Marketing Officer
Figure: Greg Estes, Vice President of Enterprise Marketing
Figure: Christine Heckart, Chief Marketing Officer
Figure: Kevin Iaquinto, Chief Marketing Officer
Figure: Peter Isaacson, Chief Marketing Officer
Figure: Jonathan Martin, Chief Marketing Officer
Figure: Lisa Joy Rosner, Chief Marketing Officer
Figure: Elisa Steele, President (formerly Chief Marketing Officer)
Figure: Lynn Vojvodich, Executive Vice President and Chief Marketing Officer

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