11: Exploring the “2025 CMO Tenure Study”: Insights from Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart

Marketing Beyond with Alan B. Hart

What do executive recruiters look for when placing chief marketing officer (CMO) candidates? Why do CMOs have some of the shortest average tenures among the C-suite?

Richard Sanderson has spent nearly his entire career as an executive recruiter. He began as an intern at Russell Reynolds Associates in the United Kingdom, then eventually joined them full-time, and was relocated to the United States. He went on to get his Master of Business Administration from the University of Chicago before shifting into a new role as Senior Associate at Booz & Company. After five years in consulting, Richard rejoined Russell Reynolds Associates before moving into his current marketing, communications, and sales practice leader role at Spencer Stuart. In his role, he has led a series of high-profile Fortune 500 chief marketing officer (CMO) searches.

In today's episode, Alan and Richard break down the 2025 Chief Marketing Officer Tenure Study. They discuss what the data shows regarding career trajectories, changing titles and expectations, and the future of marketing leadership. Richard also shares what he seeks in CMO candidates when filling a role, provides listeners with actionable tips for interviews, and suggests that marketers align their language with their CEO’s priorities.

In this episode, you'll learn:

The ABCs of interviewing: Leading practices and common pitfalls

Career paths for CMOs after their tenure

What shifting marketing leadership titles means for the role

Key quotes:

“Yes, it's your resume that gets your foot in the door... but it's the chemistry and the culture that gets you the job.” - Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart

“Low tenure is not a sign of failure... Many marketing leaders are being promoted into bigger and better roles. So, in other words, short tenure [does not mean] a bunch of CMOs [are] being fired. It's quite the opposite... a bunch of CMOs being promoted and given other opportunities.” - Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart

“Ultimately, when you think about the constituents of the C-suite, who is the voice of the customer? Is it the chief financial officer? Not really. Is it the chief information officer? I don't think so. Is it the chief HR leader? No. Really... the marketing leader is the true customer or consumer advocate; they are the voice of the customer.” - Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart

Key highlights:

[02:10] A new (destructive) addition to the family

[03:35] Richard’s unusual path to executive recruiting

[06:55] How to shine in the job search and interview

[13:36] CMO tenure data

[17:00] Why CEO tenure is an outlier

[19:05] Where do the CMOs go?

[23:45] Evolution of the CMO role in financial services and healthcare

[26:05] Changing titles and responsibilities

[29:05] The marketing to CEO pipeline

[32:00] An experience that defines you: Living cross-culturally

[34:35] Advice to your younger self: Treasure your time

[36:15] A topic marketers need to learn more about: The shifts in industry and politicization of brands

[40:30] Largest opportunity to marketers today: Align the agenda and talk the language

Resources mentioned:

Richard Sanderson

Spencer Stuart

2025 CMO Tenure Study

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