How Marketing Leaders Can Fail Better
Richard B. Roolvink
Managing Consultant at ICG Integrated Consulting Group - Rijnconsult
Marketing Leaders are entrepreneurs. They think about the future revenues of the company and about solutions for problems that don’t exist yet. In doing so, they enter many issues and skepticism.
A study of Spencer Stuart indicated that of all board members the Chief Marketing Officer (CMO) has the shortest tenure, only 3,5 years. Tough business headwinds, new technologies and pressures to change quickly, are among the many reasons for the churn. Where the CEOs tenure is 7.2 years and the CFOs tenure is 5.7 years.
Before the CEO leaves the company the first one whom he will kick out is his CMO. Somebody has to be blamed for all those weird new ideas. Being a MARKETING LEADER nowadays is one of the most difficult jobs.
https://www.wsj.com/articles/average-tenure-of-cmo-continues-to-decline-1489777765
No Pain No Gain
Yet, to become successful in business we all know that one has to be prepared to take risks and break the rules. Epic changes ask for unorthodox measures. Only by exploring unknown territories and exposing ourselves, our teams and bosses to new ideas and initiatives, our businesses will sustain and grow.
But exploring new grounds and undertaking new journeys also leads to frustration, pain, and failures. On the one hand because in doing so we will be forced to give up on assumptions and conventions we regarded true and safe for so many years. On the other hand, because it is painful to use and exercise new muscles, stretching these to be able to look beyond our current business.
And on and top of all that comes even more pain when you find out that your bold plans finally don’t work, while all people around you already warned you for this.
Down And Out
If this happens to you (and it certainly will if you are a real MARKETING LEADER moving up the ranks), your logic reaction could be, to immediately seize all your new plans and agree with all the folks around you who were so bright and right. You could humbly admit that you made a huge mistake by stepping out of your comfort zone and that you will never do this again.
Wrong! If you decide to do this, you’d better stop your business now, quit your job and never start in marketing again.
An entrepreneur and thus a MARKETING LEADER is someone who stands up slightly more than he falls. Someone with the stamina to move on and push harder if the going gets tough and who continues where others would stop. He simply never gives up.
In every setback or failure, he sees a possibility that will lead him another step closer to success. In fact, in his universe there are no failures, you either succeed or learn.
An entrepreneur is like this kid who gets battered over and over again but keeps on getting up.
https://www.youtube.com/watch?v=uZN9UHLAMOc
7 Ways To Fail Better
More importantly, the way one deals with setbacks and failures makes him or her a real MARKETING LEADER. Below are 7 Ways To Fail Better and learn quicker.
After a failure, how many of the following questions can you say YES to?
1. Were you trying something new?
2. Were you still motivated afterward?
3. Was it the right thing to try at the time?
4. Did you ask for feedback?
5. Did you use the feedback you were given?
6. Have you reflected on the experience?
7. Are you clear on what you would do differently next time?
Never ever give up. Just think to find the answers to these questions and remember good old Samuel Beckett;
‘’Ever tried? Ever failed? No matter. Try again. Fail again. Fail Better.’’
If you want to learn more about this topic you might be also interested to read this:
https://www.dhirubhai.net/pulse/why-cmos-fail-quicker-how-avoid-richard-b-roolvink/
Thanks for reading and do feel free to comment, like or share the article if any part of this post sparks an interest. I would be honored to serve as your thought and sparring partner in achieving your business challenge. Together we can implement your vision with business strategy, transformation, and leadership development. I have a history of working as a trusted advisor to many marketing and business leaders in top-tier companies as well as start- and scale-up ventures, specializing in ‘next practices’ for those who know that only the imaginative survive.
Richard B. Roolvink is an entrepreneur in marketing leadership and owner of ROOLVINK MANAGEMENT & CONSULTANCY BV. He helps brands and people to unlock their business potential and to accelerate growth.
+31 6 46 31 29 39
Earlier publications on LinkedIn:
https://www.dhirubhai.net/in/richardroolvink/detail/recent-activity/posts/
?Interim lead ?Aspire?Adapt?Attain ?Engaged clients trust for?Quality?Productivity?Fiscal Strength in?Europe?USA?Africa
7 年Richard, can an entrepreneur be an employee? I've met many marketing leaders, yet few entrepreneurs. As we might expect, both groups have varied in their success. What distinguishes the entrepreneur is that they back their vision/belief with their money, family relationships etc., to start their enterprise. An article in Forbes sets out what is commonly reported. Less than one-third of family businesses survive the transition from first to second generation ownership. Another 50% don’t survive the transition from second to the third generation. In my experience, the answer to my question is no. Entrepreneurs regularly have new visions, which can be a challenge to work with. It is fun and never dull.