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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