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While much has been made of the short lifespan of CMOs—on average 45 months, according to recruiters Spencer Stuart—there’s even more survival pressure on the business development executives pitching those clients. In fact, a whopping 80 percent of agency respondents in a new Agency-Marketer Business Report from RSW/US said the tenure of their new business director was just two years or less.
While some execs are poached, a major factor for that revolving door is agencies do not always set realistic performance expectations, said RSW president Mark Sneider.