Podcast Summary: Marketing Beyond with Alan B. Hart
Episode 11: Exploring the “2025 CMO Tenure Study” with Richard Sanderson
Release Date: June 18, 2025

Introduction and Guest Background

In the latest episode of Marketing Beyond, host Alan B. Hart welcomes Richard Sanderson, the Marketing, Sales, and Communications Practice Leader at Spencer Stuart in North America. With an extensive background in executive recruitment, Richard has spearheaded numerous high-profile Chief Marketing Officer (CMO) searches across various industries, including Fortune 500 companies. His experience spans global marketing, digital growth, and customer experience leadership, making him a prominent voice in the marketing recruitment landscape.

Alan Hart introduces Richard by highlighting his transition from Russell Reynolds Associates to Spencer Stuart and his pivotal role in placing CMOs in leading sectors such as retail, technology, and financial services.

Personal Insights: The Bernese Mountain Dog Puppy

Before delving into the core topics, Alan lightens the conversation by inquiring about Richard's personal life. Richard shares the joys and challenges of having a new Bernese Mountain Dog puppy, humorously comparing the demands of puppy care to parenting:

“They are way more work, I think, than having a baby. At least you can put a diaper on a baby. You can't do that with a dog.”
[02:46]

This anecdote not only humanizes Richard but also sets a friendly tone for the discussion.

Journey into Executive Recruitment

Richard provides an insightful overview of his career path, emphasizing the unconventional nature of entering executive search straight out of undergraduate studies. He recounts his initial role at Russell Reynolds Associates in the UK and his subsequent move to the United States, underscoring the personal and professional factors that shaped his trajectory:

“I met my now wife when I transferred to Boston. For various reasons, she wanted to come to Chicago mainly to do her PhD here.”
[04:16]

His international experience, spanning both the UK and the US, has equipped him with a deep understanding of diverse corporate cultures and market dynamics.

Insights into Executive Recruiting for CMOs

Alan steers the conversation towards the crux of the episode: the intricacies of recruiting CMOs. Richard elaborates on the multifaceted nature of the CMO role, highlighting the importance of understanding each organization's unique needs:

“Each chief marketing officer role is somewhat unique... some are focused around brand strategy, some around product innovation...”
[07:42]

He emphasizes that beyond technical skills and experience—which he deems "table stakes"—cultural fit and alignment with the company's strategic goals are paramount. Richard offers actionable advice for aspiring CMOs:

• Brevity in Communication: "Accuracy, brevity, clarity. You've got to keep those things in mind."
  [12:00]

• Preparation for Behavioral Interviews: Structuring responses around the STAR method (Situation, Task, Action, Result) to maintain focus and conciseness.

The 2025 CMO Tenure Study Findings

Central to the episode is the discussion of the 2025 CMO Tenure Study. Richard presents the study's key findings, revealing that the average tenure of CMOs in Fortune 500 companies is 4.3 years, a slight increase but relatively stable over recent years:

“The 4.3 years number has been somewhat steady... when you break this out by industry, CMOs in the healthcare industry actually have the highest tenure at 5.3 years.”
[14:19]

Key Insights:

• Industry Variations:

  • Healthcare: Highest tenure at 5.3 years.
  • Financial Services: 4.8 years.
  • Consumer Industries: Lowest tenure at 3.9 years, attributed to the promotion of CMOs into broader roles.

• Comparison with Other C-Suite Roles: While the CMO tenure is slightly below the overall C-suite average of 4.9 years, it remains within a comparable range, challenging the notion that shorter tenures signal instability.

Richard dispels the misconception that shorter tenures indicate frequent firings, revealing that approximately 2/3 of exiting CMOs are either promoted internally or move to similar or larger roles elsewhere:

“Approximately 2/3 of exiting Chief Marketing Officers are either promoted internally or... going on to a similar or a bigger role at another company.”
[19:55]

The Evolution of the Chief Marketing Officer Role

A significant portion of the discussion centers on the evolving landscape of marketing leadership. Richard notes that only 40% of Fortune 500 marketing leaders hold the traditional CMO title, indicating a diversification of roles:

“We've seen a fragmentation of marketing and communications. Many Fortune 500 companies now have separate standalone marketing leaders versus communications leaders.”
[26:44]

Emerging Roles Include:

• Chief Growth Officer
• Chief Revenue Officer
• Chief Customer Officer
• Chief Experience Officer

This diversification reflects the expanding scope and complexity of marketing functions, necessitating specialized leadership roles that integrate closely with other business areas.

The Link Between Marketing Experience and CEO Success

Alan highlights an interesting statistic: 37% of Fortune 500 CEOs have marketing experience. Richard expands on this, attributing the value of marketing leadership to its intrinsic alignment with customer advocacy and revenue generation:

“The marketing leader is the true customer or consumer advocate. They have spent time understanding insights, segmentation, targeting strategies...”
[29:35]

He posits that marketing experience equips leaders with a holistic understanding of market dynamics and customer behavior, essential for steering organizations towards growth and profitability.

Personal Reflections and Advice

Richard shares personal reflections, emphasizing the value of international experience and the critical resource of time:

“If I was to give my younger self some advice, it's around the concept of time. Value your time because that is a resource you can't get back.”
[34:54]

He advises professionals to prioritize autonomy and joy in their careers, highlighting the importance of strategic time management as one ascends the corporate ladder.

Future of Marketing Leadership

Addressing the future, Richard contemplates the potential evolution or extinction of traditional marketing roles, driven by technological advancements and changing business needs:

“There are significant elements of the marketing portfolio that are going to be transformed and automated through AI.”
[38:12]

He anticipates an accelerated evolution of marketing leadership, urging current and aspiring CMOs to adapt and redefine their roles to remain indispensable.

Alan counters this perspective with optimism, hoping that marketing roles will continue to thrive albeit in transformed capacities.

Key Opportunities and Threats for Marketers

Concluding the episode, Richard identifies the alignment with growth, revenue, and the CEO agenda as the paramount opportunity for marketers:

“Ensure the agenda is aligned. Talk the language of the CEO and the board... How your work translates to tangible outcomes that impact the CEO and the board of directors.”
[39:43]

He warns that misalignment can hinder the effectiveness and perception of the marketing function within the executive suite. Richard encourages marketers to focus on demonstrating how their strategies directly contribute to revenue and profitability, thereby securing their strategic importance within organizations.

Conclusion

The episode encapsulates a comprehensive exploration of the current and future state of CMO roles, informed by Richard Sanderson's expertise and the latest data from the 2025 CMO Tenure Study. Listeners gain valuable insights into executive recruitment, the evolving landscape of marketing leadership, and strategic advice for aspiring and current CMOs to navigate their careers successfully.

Notable Quotes:

• “Chemistry and culture... gets you the job.”
  — Richard Sanderson, [12:00]

• “The closer you are to having influence over revenue, the more commercial and strategic impact you'll have.”
  — Richard Sanderson, [19:55]

• “Value your time because that is a resource you can't get back.”
  — Richard Sanderson, [34:54]

• “Talk the language of the CEO and the board. How your work translates to tangible outcomes.”
  — Richard Sanderson, [39:43]

Produced by Alan B. Hart and Sam Robertson
For more insights, subscribe to Marketing Beyond on your favorite podcast platform or visit @deloittigital.com.