The 2018 release of SpencerStuart’s annual study of CMO tenure revealed the median had jumped to 31 months. Jumped. That’s a stress-filled environment.
As today’s CMOs are often charged with determining strategies on the fly while the landscape around them continually changes, that unique set of demands means finding—and trusting—agency partners for project work. And when you’re leading marketing for a start-up or looking to solve a very specific challenge on a timeline that has everyone around you begging for more days in the week, choosing that right partner can feel downright risky.
This is one of the reasons we created The Hive @ ctp. The Hive @ ctp is all about putting the right group of experts against your challenge. The right people at the right time to deliver the right solution to the marketing problem.
McKinsey noted in February of 2017, “Marketing leaders spend much of their time managing a bewildering array of agencies, but they often shortchange the assessment of whether they have the right resources for the right kind of work or the bandwidth and capability to orchestrate their agency ecosystem as a whole.”
As the pressure grows on marketers to make decisions with greater and greater agility they need to work with teams that can match that agile spirit and deliver the type of thinking and work that will move the business. That means less time managing that bewildering array and orchestrating the ecosystem and more time working with agency teams that impact the business.
To be honest, The Hive isn’t right for every project or client. Sometimes, the traditional approach makes the most sense. Sometimes a client is still working to define the core business challenge or the organization requires a more complex approval or compliance process. But with a small, nimble team of experts, many marketers benefit from streamlined, focused solutions they can react to in real-time and put to work quickly.