Marketing Factoids

  • Only 16 percent of consumers trust what they read on blogs source ›
  • Music sales in the United States will decline to $9.2 billion in 2013, from $10.1 billion this year. source ›
  • Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer source ›
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MAR 2008

How to Make the Move Up to General Manager†

Four Things to Consider Before Taking the Next Step

Advertising Age, March 3, 2008 — For all the arguments calling for longer tenure, a majority of marketing leaders aren't intent on being career CMOs. Most aspire to trade their functional experience and take a chance on general management.

In a recent Spencer Stuart study of 500 marketing executives across industries, only 30% want to be a CMO, while 70% of respondents have long-term aspirations of becoming general managers.

It's not an outlandish goal. Broad cross-functional complexity, tied directly back to P&L results, often makes a marketing career a natural route to general management.

After years of planning, implementing and evaluating marketing programs, should general management be your next step?

Category: Marketing Effectiveness
Tag: Marketing Organization

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