A new CMO has the shortest leash in the building. We help them prove the model.
Marketing leaders get judged on pipeline, fast. We build the demand engine that lets a new CMO show sourced, attributable pipeline tied to the number sales actually cares about.
Marketing is the shortest tenure in the C-suite — the median CMO lasted barely over two years in Spencer Stuart's study. A new CMO inherits a perception problem before they inherit a budget: is marketing a cost center or a pipeline engine? They have about a quarter to answer it. The playbook is to diagnose the funnel, align with sales and the CEO on what marketing is accountable for, and then prove the model with a campaign tied to sales' #1 priority.
median CMO tenure in Spencer Stuart's study (2018) — the shortest in the C-suite. The model has to be proven fast
What this seat actually owns.
The clock they're racing. We build against it.
The window is short and the sequence matters — here's how the strongest operators run it, and where we plug in.
- First 30
Diagnose the perception problem
A full-funnel audit across six areas: brand gaps, messaging consistency (deck, site, social, nurture), funnel metrics end to end, ICP definition, the sales–marketing handoff, and product marketing's role in GTM.
- 31–60
Establish the mandate & align
Agree with sales and the CEO on exactly what marketing is accountable for — and build the alignment to deliver it instead of defending it.
- 61–90
Prove the model
Launch a pilot campaign tied to sales' #1 priority, roll out a shared funnel dashboard with RevOps, and co-host QBRs that surface early impact.
What they're up against.
Cost center until proven otherwise
A new CMO inherits a credibility gap with sales and the CEO — and brand work alone won't close it inside a quarter.
An inconsistent story
Messaging drifts across the deck, the website, and nurture — and the funnel leaks at exactly the points where the story breaks.
Pipeline, on a clock
The board wants sourced pipeline now. Awareness metrics don't survive the first QBR.
A handoff that drops leads
Marketing throws leads over a wall that sales doesn't trust — so the work doesn't convert and doesn't get credited.
What Avenfield does about it.
A motion built to produce a leading indicator before the new leader's first review — then handed over as a system.
A pilot tied to sales' #1 priority
We build a demand campaign aimed at the exact pipeline sales is asking for — proof the model works, not another brand deck.
Attributable, sourced pipeline
Targeting and outbound wired to clean attribution, so you can show precisely what marketing produced.
One funnel, one dashboard
A shared view built with RevOps, so marketing and sales finally argue about the same numbers.
The first 90 days, accounted for.
A new leader just stepped in. Let's get them a number.
Marketing leaders get judged on pipeline, fast. We build the demand engine that lets a new CMO show sourced, attributable pipeline tied to the number sales actually cares about.