As written, that code implies some interesting inefficiencies (it doesn't have them, because you're calling cl:max instead of recursively calling your own function).
Function calls in Common Lisp are typically not memoized, so if you're calling your maximum on a long list, you'll end up with exponential run-time.
There are a few things you can do, to improve the performance.
The first thing is to carry the maximum with you, down the recursion, relying on having it returned to you.
The second is to never use the idiom (= (length list) 1). That is O(n) in list-length, but equivalent to (null (cdr list)) in the case of true lists and the latter is O(1).
The third is to use local variables. In Common Lisp, they're typically introduced by let. If you'd done something like:
(let ((tail-max (maximum (cdr l))))
(if (> (car l) tail-max)
(car l)
tail-max))
You would've had instantly gone from exponential to, I believe, quadratic. If in combination had done the (null (cdr l)) thing, you would've dropped to O(n). If you also had carried the max-seen-so-far down the list, you would have dropped to O(n) time and O(1) space.
max!=maximum. Also, the function should be written to be tail-call optimized to avoid exploding the stack. Do this by passing all the information up (e.g. max-to-date).maxdo? :)