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Marketing by Design – Design thinking that makes marketing work

AD86: The New CMO Era: Longer Tenure, Bigger Impact

Published over 1 year ago • 3 min read
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23 March 2025 | Issue #86

In this issue:

  • CMO Roles Evolving, Tenure Improving
  • Funny AI Failure
  • Google’s Gemini AI Can Remove Watermarks From Images
  • The Creative Feedback Triangle
  • The Visual Marketer: Digital Version Now Available!
  • Design Quote of the Week

CMO Roles Evolving, Tenure Improving

Chief Marketing Officers tend to hold the c-suite role that is the most tenuous. But, according to consulting firm Spencer Stuart, these trends are improving.

Their research shows that not only is the average CMO tenure improving, but many of these CMOs are moving on to lateral or higher positions. This goes against the belief that when things get tight, the CMO gets the axe.

10% of CMOs who left the role moved up to CEO. If you look at the basic data of a CMO exiting his/her role, it usually doesn't consider their next role.

Though the role of the CMO keeps evolving (does it include communications, does it include digital, how many of the 4 Ps does the CMO actually own, etc.), the role still has a big impact on the bottom line of a company. We've seen companies such as Coca-Cola and Lowe's eliminate the CMO role, only to bring it back again later. Only 66% of the Fortune 500 currently have an enterprise-wide CMO, but that number could change next week.

Marketing often finds itself in the crosshairs when it comes to budget cuts because of the lack of understanding that marketing and branding are long-tail operations. Spending a dollar today on marketing doesn't mean you'll make two dollars tomorrow. But it could lead to five or ten dollars a year from now.

Who are the New CMOs?

A fascinating part of the study is seeing that many companies (58%) are promoting from within for their CMO roles. The fact that 68% of the Fortune 500 have first-time CMOs is really impressive. When you combine these two numbers, you see that the most successful companies have internal mechanisms to grow internal resources.

A couple of years ago, Salesforce's Chief Digital Evangelist, Vala Afshar, and I looked at many of the Fortune 100 CMOs to discover the roadmap to CMO, to see where they got their start. Many started in brand, digital, or product marketing and grew into their marketing leadership roles.

As things get more unstable globally, these marketing leaders will have to find innovative ways to get their products to stand out and be purchased.

Thanks to Robert Rose for bringing this story to my attention on my favorite marketing podcast, This Old Marketing.

NEWS AT THE INTERSECTION OF MARKETING, DESIGN, & AI

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🤪 It Will be a While Before AI Takes Your Job

Frank Prendergast had an amazing interaction with Gemini while trying to create a new profile picture. It's hilarious and has to be seen to be believed:

​Watch now​

😡 Google’s Gemini AI Can Remove Watermarks From Images

Google’s new Gemini 1.5 Flash model is raising alarm bells after users showed it could effectively remove watermarks from copyrighted images.

• Erodes Creator Protections: The model can erase watermarks like those from Getty Images, potentially enabling widespread copyright violations.

• Raises Policy Questions: While impressive, the tool reignites concerns about how AI tools might undermine legal safeguards for creative work.

• My Take: An AI company making it easier to steal content? I'm not surprised. These companies have zero interest in helping people.

​Keep reading​

🔺 The Creative Feedback Triangle

Jason Keath introduces the “Creative Feedback Triangle,” emphasizing that creativity thrives on diverse feedback sources.

• Three Essential Feedback Voices: Experts with relevant experience, intended users or consumers, and measurable data or impact.

• Balanced Feedback: Relying on all three sources fosters confidence, clarity, and momentum in creative projects.

• My Take: I love this. Getting diverse viewpoints helps get to a better product. But it's important to know who is who, because many will present themselves as the expert.

​Keep reading​

NEW RESOURCES FOR YOU

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The Visual Marketer

For marketers who have to create their own visuals, this book is for you.

This week, I received a great endorsement from Joe Pulizzi. Check out the video here.

It's time. Start learning now! (digital version now available!)

Design Quote of the Week

“Design has allowed us to stand out; to look different and show that difference boldly.”
– Joe Mansueto

My AI disclaimer: I write the main story by myself. I find the news stories, and the writeup is by ChatGPT. I write the My Takes bullet. If AI generates the images, I include the prompt so you can see how I got to that image. Nothing in this newsletter, or anything I publish anywhere, reflects the views of my employer.

Thanks for reading!

–Jim

14 Grapevine Road, Merrimack, NH 03054
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Marketing by Design – Design thinking that makes marketing work

Jim MacLeod

I test the AI tools, design trends, and brand moves marketers are talking about, then tell you what holds up and what doesn’t. Written by the author of the bestselling The Visual Marketer, after 20+ years leading brand, creative, and digital experience marketing teams.

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