CMOs’ average tenure in their posts held steady last year at 40 months, according to the latest annual research from executive search and leadership advisory firm Spencer Stuart. That’s still the lowest level in more than a decade.

Just do a search and you will see headlines such as “CMOs, You Have 23 Months to Live” (Ad Age), and “CMOs: Your Days Are (Still) Numbered” (Chief Outsiders), all suggesting that short tenure is a problem. So why this is the case and how can we improve the tenure of senior marketing executives?

What we do know is that to drive growth in the digital age, marketing needs to modernize a specific set of capabilities and mindsets. This is the topic that is definitely top of mind as witness the recent waves of mass sacking from the Big Tech industry.

In this episode of Let’s Talk Revenue Marketing, Eve Chen is joined by Strategic Marketer Jacqui Olver to discuss the in-demand skills and mindset that marketers need to succeed in marketing today and in the future.

Key talking points:

  • Expanding your marketing role
  • Holding marketing accountable for revenue generation
  • Soft skills revenue marketers need
  • The revenue marketing value chain
  • The greatest challenges to developing marketing skills
  • The most critical skills marketers need for the future

Meet the guest

Jacqui Olver

As a strategic and commercial problem solver, Jacqui has over 13 years of experience in delivering revenue-driving marketing initiatives. Having spent the majority of her career in B2C and B2B marketing roles within the Financial Services sector, Jacqui made the transition into a sales-focused role in a B2B SaaS startup in 2021. In this role, as Head of Growth, Jacqui expanded her remit to own the full P&L, establish new SaaS products and revenue streams, and deliver on the product roadmap.

Prior to moving into marketing and sales, Jacqui comes from a graphic design and UX background. Her broad skillset enables her to be both conceptually creative, as well as analytically focused.

Jacqui holds a Bachelor of Design (Visual Communications) from the University of Western Sydney and a Certificate IV in Web Design and Development from Hornsby TAFE. Jacqui also volunteers as a Youth Mentor, with the Raise Foundation.

Meet the host

Eve Chen

A best-selling author, speaker, entrepreneur, veteran revenue marketer, and change driver with extensive experience from global organizations.

Eve developed the first iteration of the Revenue Generation Value Chain (RVC) and a maturity framework to help organizations transform into a high-performing system with a methodical approach by building a robust growth engine to exceed their goals. Eve authored Ascending Growth which provides practical insights into transforming Marketing into a strategic growth enabler.

Eve sits on a number of boards and leads a revenue marketing and growth performance agency, The Growth Engine, which focuses on helping businesses to accelerate their revenue growth.

Be on the podcast

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If there’s a topic you’d like us to cover in a future episode, let us know on the Revenue Marketing Alliance community Slack channel.

Want to appear on an episode? Or do you know someone who’d make a good guest? Contact hannah@revenuemarketingalliance.com.