A new study by the Impact Centre at the University of Toronto suggests that Canadian marketing leaders are less experienced than their US counterparts.
The study, The CMO Search: Where are Canada’s Chief Marketing Officers?, looked at the employment patterns of Canadian and US tech companies identified by CB Insights as having raised money from VCs. Specifically, the study looked at the qualifications of the most senior marketing officers at 47 Canadian tech companies, including their past experience and education. These marketing leaders’ qualifications were then compared with those of the top marketing officers of 47 US-based unicorns.
The goal of the study was to examine and compare the quality of marketing leadership in Canadian and American tech companies by looking at factors such as education and past work experience.
The study revealed that 38 percent of Canadian tech firms have made the strategic decision to place their marketing operations in the US. It also found that senior marketing leadership in the US had a job title that featured the term “marketing” in 61 percent of the cases, while in Canada, there was a senior marketing person in only 35 percent of cases.