By Chris Fell, Managing Director, g2m solutions
Four out of five CEOs have trust issues with their marketing team and claim to be unimpressed by their work, a study by Fournaise Marketing Group has revealed.
Ouch! As a B2B marketing professional I find those findings very hard to read!
What could be driving such a resoundingly negative perception? The answer it seems is that marketers are disconnected from the core financial metrics of the business.
Fournaise surveyed more than 1200 CEOs in North America, Europe and Asia Pacific finding that 80% admit they don’t really trust and are not very impressed by the work done by marketers, while trust and value in the work of CFOs and CIOs was dramatically higher at 90% of the sample.
Jerome Fontaine, chief executive of Fournaise, believes “Marketers will have to transform themselves into true business-driven ROI marketers or forever remain in what 65% of CEOs told us they call ‘marketing la-la land’.” Continue reading