Dropping CMO tenure, and the revolving door nature of the position, is consistently cited as a a new business frustration.

Owners of companies typically list other reasons for a lackluster new business effort as:

  1. they don’t know how to create a consistent process
  2. they don’t have time to follow a consistent process
  3. they can’t find the right person to drive the role
  4. once they’re in the pitch, they’re in good shape, but it’s getting there that confounds them (and they don’t have time as well).

Returning to he CMO frustration, for the first time in 10 years, the average CMO tenure has dropped, from 48 to 44 months.

Because of this revolving door, companies have a harder time controlling and maintaining their new business process consistently, not to mention CMO experience levels tend to vary wildly as well.

Dropping CMO Tenure

What firms can control is their own process, and that starts with speaking your prospect’s language.

Now is the time to review your case studies, your site and the language you’re using in new business emails, outreach and content. I still see and hear firms default to “marketing speak”, those buzzwords the industry loves so well.

These are important, but not up front. You’ve got to let the marketer know you “get it.”

So for example-if you’re going after retail, you’d better talk store traffic or in-store sales.

Or, depending on your sector, terminology like decreased costs, improved operational efficiency or improved customer retention levels.

Granted, they need to be tied to work you’ve done or can do, or else they’re hollow terms.

But this is not difficult to do-you’re solving challenges like these for your clients right now.

Translate that to your prospecting efforts.