In a study by the Fournaise Group, 80% of CEOs admitted being disappointed with their firms’ CMOs. That’s 4 out of 5 CEOs who think that that their marketers – and marketing – aren’t up to snuff. To investigate this (and more), I conducted research, in collaboration with CMO.com, to better understand the role and impact of CMOs. Last year’s CMO Impact studyinvestigated whether and when CMOs matter; this year’s study focuses on how the CEO impacts the CMO’s (and marketing’s) ability to drive business results (clickhere to download the infographic).
While the full report is only available to those CMOs who take the survey (click here for the executive summary), some highlights are available below. The analysis is based on a total of 564 respondents, 223 of whom are CMOs (i.e., the head of marketing for their firms, regardless of title). The survey was conducted throughout the winter of 2014/2015. To analyze the data, we identified the best (and worst) firms at marketing (i.e., marketing capability) and looked at attributes that were significantly different across the top and bottom performers. Below are some highlights…
6 Signs That Your CEO Is Taking Marketing Seriously: Insight From The CMO Impact Study
