We all know that the CMO is the most volatile position in the
C-suite. So I wanted to get some perspective on what a CMO should do to
prepare for the day when his or her tenure ends. Here are some insights
from three executives who have recently found themselves in a
transition.
Nigel Dessau
was CMO at AMD for four years, a much longer-than-average tenure and a
fact in which he takes pride. When a new CEO was brought in from the
outside, Dessau acknowledged the possibility that his new boss would
want to make changes that could affect him. After helping the CEO craft a
new plan forward it was obvious to Dessau that it was going to be time
for a change, so he initiated the discussions that led to an amicable
separation. His advice, “Even before the new CEO was announced, I began
saving to prepare for the possibility that I may be out of a job.” He is
now using his free time to write a book based on the blog he’d been
writing for the past three years, called
The 3 Minute Mentor. He plans to travel and consult with companies on developing their value propositions while he contemplates his next move.
Julie Ann Robertson’s
departure last summer from her CMO role at the National Wildlife
Foundation was precipitated by the ill-health of her father. “He is very
close to me and I felt I needed to spend time with him as he
recovered.” Looking back on her time at NWF, she believes that moving
the organization into the digital era was the best thing she did to help
her prepare for the future. “We had four print publications that we
moved onto the Nook. We reduced our fundraising dependency on direct
mail through the Postal Service by testing a highly successful
text-to-give campaign after the Gulf oil spill.” She believes building
her digital expertise was an important complement to her consumer
marketing credentials earned at Burger King, 7Up and Ringling Brothers
Circus. She and a former colleague are consulting for other consumer
marketers as she looks for her next role.
Charlie Lawrence
didn’t anticipate his end at Franke last fall as clearly at Dessau did
his. After all, he’d been promoted from CMO to General Manager three
years ago and was running a profitable division of the Swiss company.
But when the CEO who promoted him was replaced, things changed and
Lawrence
found himself the victim of “corporate restructuring.” Yet he had been
preparing himself for his new job search his whole career. “Networking
is something that must be central to who you are and how you approach
your career as a CMO. Networking includes helping recruiters when they
call even if you aren’t interested. Then keeping a record of those you
helped so you can ask for help when you need it. The recruiters will
remember those who help them because most people don’t. If you do this
starting early in your career, you will develop a reputation as a good
guy who is helpful. Having said, I agree with the data that says you
will find most of your new opportunities through your professional
network, not recruiters. Former bosses, peers, subordinates, suppliers,
customers, etc. These people will help you only if you were a good
employee, did good work, were fair, honest, etc. This speaks to doing
good and being a good person as the best way to get help. Don’t burn any
bridges.”
Lawrence also agrees with Robertson that honing digital skills is
critical. “As a marketer by training I believe finding a job is classic
marketing — I am now the product. With that context, I have been
spending a great of time sharpening my skill set. I’m reading,
investigating, networking and researching the new world of digital,
mobile, social marketing. I have been on a dozen interviews in the past
four months and in every interview this topic came up. That was
certainly not the case six years ago. To link these two goals (marketing
me and sharpening my skills) I developed a personal website, a blog and
have become active on most social media channels. I participate in
webinars and am moderately active in blogging. I also retweet and
comment on other bloggers posts, all with the goal of learning something
and staying visible and fresh.”
So how does a CMO prepare for the day the pink slip comes? Build and
nurture your network, hone your digital skills and create a “rainy day
fund” to tide you over until the next opportunity arises, all these seem
to be part of the formula. What else would you add?