Do CEOs Now Trust Marketers?

Or are they still not shooting for the same bullseye?

In a global study less than a decade ago, 73% of CEOs surveyed thought marketers lack business credibility and are not the business growth generators they should be.

600 large corporation and SMB CEOS and decisionmakers “didn’t believe marketers delivered more customer demand, more sales, more prospects, more conversions or market share.”

More pointedly: 80% didn’t trust marketers at all, while 91% trusted CIOs and CFOs.

Definition of The Great Divide

Meanwhile: 69% of Marketers queried felt their strategies and campaigns do make an impact on the company’s business, even though they can’t precisely quantify or prove it.

Key Findings Showed 

In the Global Marketing Effectiveness survey by the Fournaise Group:

  • CEOs think marketers misunderstand ROI, Results, KPIs
  • 71% of B2B CEOs believe B2B marketers are too focused on marketing technologies instead of important KPIs, and fail to deliver expected increases in customer demand.
  • 69% of B2C CEOs believe B2C marketers live too much in creative and social media bubbles, focusing on metrics that don’t prove quantifiable increase in demand.

2020: Is the Divide a Chasm or a Crack?

CEO/CFOs — In the nearly 10 years since the study, what do you experience from your market team and/or agency?

  • Are your marketers more attuned to your definition of KPIs?
  • Have they re-calibrated to focus on gross profits generated from the marketing spend?
  • Do they present relevant data that leads to a strategic approach that increases customer demand?

We want your opinions and experiences, and the opportunity to close the divide with ROI marketing strategies that hit KPIs you embrace.

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