Bruce Rogers chief insights officer of US business giant Forbes Media has told a forum this morning that marketers must be focused and remunerated based on so-called “hard” metrics such as sales and revenue.
Speaking on day two of the ADMA Global Forum at the Hilton Hotel Rogers told the audience that it was those chief marketers who were working with key stakeholders such as the CFO who would have the most longevity in their roles.
“It’s not about brand measurement… its not about how many likes likes, shares, or followers it’s about revenue. What does the CEO care about? That’s what they care about,” said Rogers.
“If you are seen as a partner in that then that’s a high indicator of success.”
Rogers argued that it was those marketers who knew how to understand how to collaborate with their colleagues, draw insights out data analytics who would buck the trend and have a longer service in the role of CMO.
He cited Forbes research which showed that the average length of tenure of a chief marketer has almost doubled in the last ten years from 23.6 months in 2004 to 45 months in 2013.
“We all hope to do is to keep our jobs. Job security? It’s a little less than four years but it is a near doubling of the tenure in a pretty short about of time.
“Getting data right has been the key driver of that.”