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  • Sam Decker

73% of CEOs Think Marketers Are Not Effectiveness-focused

I just read a fascinating global study on what CEOs think of Marketers, by the Fournaise Marketing Group. Some of the interesting findings for me are:

  1. They keep on talking about brand, brand values, brand equity and other similar parameters that their top management has great difficulties linking back to results that really matter: revenue, sales, EBIT or even market valuation (77%)

  2. They focus too much on the latest marketing trends such as social media, because they believe they represent the new marketing frontiers – but can rarely demonstrate how these trends will help them generate more business for the company (74%)

  3. They are always asking for more money, but can rarely explain how much incremental business this money will generate (72%)

  4. They bombard their stakeholders with marketing data that hardly relate to or mean anything for the company’s P&L (70%)

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