It is for this reason that Direct Line Group’s marketing director Mark Evans believes businesses need to consider how the short-lived nature of CMO tenure is affecting wellbeing.

“Because CMOs have a short tenure they focus on the short-term results aspect,” he argues, adding that only with time in the job do senior leaders commit to “people building” as opposed to “people using”.

“There is definitely a metaphor between direct-response marketing and brand building, and running people really hard in the short term to survive, versus developing people to thrive in the long term. Tenure gives you confidence to focus on the bigger picture.”

Excerpt from Marketing Week, read the full article here.