Econsultancy had invited Damien Cummings, CEO at Peoplewave and Principal Consultant to speak at the Digital Outlook 2018 event in Singapore. Cummings spoke on how marketers can transform themselves and their marketing strategies.

Jeff Rajeck has shared four strategies Cummings focused on during his speech.

Rajeck says, “Mr. Cummings opened with some sobering statistics. According to recent reports, the CMO has the lowest average tenure of the C-suite, 3.5 years, which is around half of that of the average CEO.

But why is this? Well, one reason Mr. Cummings offered was that CMOs typically do not speak the language of the business. While CMOs can talk at length about “brand”, “awareness”, and “engagement’, other C-suite members really only care about more practical metrics such as sales, margin, and market share.

Having a different agenda than the rest of the business often causes friction between upper management – and can lead to an untimely exit of the chief marketer.

And such a change is not unnoticed by marketers on the ground. As leadership changes, strategies change and day-to-day work lacks direction which leads to frustration and slow career growth for marketers”.

From growth to soft skills, where professional marketers should focus

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