From the course: CMO Foundations: Working with Leadership and Board-of-Directors

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What the CEO wants from marketing

What the CEO wants from marketing

From the course: CMO Foundations: Working with Leadership and Board-of-Directors

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What the CEO wants from marketing

- A global survey by The Fournaise Marketing Group found that 80% of CEOs don't trust or are unimpressed with their CMOs. In comparison, just 10% of the same CEOs feel that way about their CFOs and CIOs. CMOs also sense a serious problem. Harvard Business Review recently reported that 74% of them say they believe their jobs don't allow them to maximize their impact on the business. Why the disconnect? A big reason is the actual definition of the role. It seems that often CEOs are looking for tactical production from their CMOs, and not strategy work. When I ask CEOs what they hope will be different when their CMO is onboard, this is what I hear. All the junior marketers will start being productive, they might say. Right now, I feel like marketing is a money pit with unclear ROI. Or, we'll have leads for sales. Or, we'll start sounding like one company. Or, we'll finally have professional collateral or video, or ads, or events. There's very little mention of growth strategy or market…

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