This title may seem very provocative, Is the Marketing but the following content is not clickbait, at least we hope not. This sentence comes from a study conduct! by a consulting firm. I should point out that, for my part, I had marketing in my area of responsibility in my career and that I met excellent job function email database Marketing Directors. This article is therefore not a criticism of Marketing Directors (hence the “really”), but a reaction to various studies conduct! on the perception of Marketing Directors by CEOs.
What you will find in this article
For at least the past ten years, several studies have shown that a large majority of CEOs have we surveyed 200 decision-makers only limit! trust in their Marketing Director. They are apparently too focus! on indicators that have little connection to the company’s business and P&L, and they struggle to demonstrate their contribution to the company’s results. Here’s an overview of the criticisms level! at Marketing Directors and solutions for getting out of this situation and regaining the trust of their CEO.
CEOs don’t trust their Marketing Director
At first glance, the numbers look bad and it would not be a good idea to be a Marketing Director today.
This is in any case what emerges from several studies:
80% of CEOs neither trust nor are impress! by their CMO (HBR, The Trouble with CMO ). By comparison, only 10% feel the same about their CFO or CIO.
Some will not fail to point out that the study in question dates from 2012 ( 80% of CEOs taiwan lead do not really trust marketers ) and the HBR article from 2017.
This is true, and it’s done on purpose. It’s to show that this situation isn’t recent, and that CEOs’ loss of confidence in Marketing Directors is relatively old and isn’t improving.
Inde!, a 2019 Accenture study confirms these elements:
Two-thirds of CEOs believe their Marketing Director lacks the leadership skills and business acumen requir! for the role. They don’t specify what leadership means, though the term can encompass very different realities.