CMOs and C-Suite split on priorities

A significant disconnect between what CMOs see as their core role within a business and what executives in other divisions see as the key responsibilities of C-level marketers is emerging, according to research.

Boardroom CMO

A global poll of 400 “C-Suite” members by The Economist Intelligence Unit found non-marketers identified driving revenue as the CMOs primary goal (30 per cent), while CMOs see development of new products and customer acquisition as their key tasks.

Elsewhere, 50 per cent of CMOs state marketing can track return on investment but less than 40 per cent of non-CMOs believe marketing has this ability. Additionally, more than a quarter of CMOs believe they are the “voice” of the customer in their organisation but just 13 per cent of non-CMOs agree.

The poll is the second in as many weeks that prompts questions about the role of marketing at the top-table. A report by Fournaise Marketing Group found the majority (70 per cent) of CEOs have lost trust in marketers’ ability to deliver growth after becoming frustrated by what they see as an inability to prove ROI on campaign.

The industry, led by ISBA, is attempting to boost the perception of marketing by developing an action plan to to promote its influence as a business driver.

The Economist poll, evenly split between marketers and non-marketers, was carried out in July. The 389 respondents were based in 42 counties and worked within 19 industries.

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