How CMOs make themselves invaluable to the CEO

Without the buy-in and support of the CEO, marketers aee in danger of being sidelined. Here, we look at how marketing leaders can win the trust of their chief executive

They are two of the most important functions within any business, but it seems that for many organisations, the gulf between executive management and marketing remains as wide as it has ever been.

The 2013 Marketing Performance Management Survey released by Forrester, ITSMA and VisionEdge found less than 10 per cent of top executives relied on marketing input when making significant business decisions or setting strategy. This means there is still plenty of work for marketers to do if they want to win the respect of fellow senior executives.

Head of digital and marketing at information management consultancy InfoReady, James Forbes, says he has heard two clients refer to marketing as the ‘colouring-in department’ in recent weeks.

“I’ve been a little agog that there is still that perception,” he says. “I suspect a lot of that is down to a lack of accountability. Digital has made a difference, but I suspect there are still a few marketing organisations relying on old metrics who haven’t got their heads around how marketing really can be a driver for business growth.”

Register or Login to continue

This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CMO, Computerworld, IDG Education, IDG Government, and IDG Health.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Marketing skills in a virtual world

It wasn’t so long ago that CMOs and marketers came to realise they were under-resourced in managing their rapidly expanding digital activities. In fact, many marketing departments are still today far from optimal resourcing levels, if not noticeably below.

Making Korean brands sexy

If you told someone in the 1980s that South Korean brands would one day supersede many Western and Japanese competitors for innovation, brand management and profitability, they would have declared you insane. But that is exactly what has happened.

Why good leadership starts with leading yourself

Many people first taste leadership when they receive a promotion and find themselves ‘leading’ a team. Over time, the team, and the leader’s responsibility, grows. But do they become better leaders?

Anthony Howard

Executive mentor and founder, The Confidere Group

Smartmobile phones have changed the human life greatly. Nowadays, more and morecompanies are providing best solution for smart mobile pho...

alva christi

In Pictures: 16 great iPhone app battles - Slideshow - CMO Australia

Read more

Interesting to see a big brand like Adobe getting involved in this space when interactive video tools already exist. Interlude's Treehous...

Nedd

Adobe's new interactive shoppable video experience

Read more

Both the elegance and the risk of misuse of NPS lay in its simplicity of collecting the "score". This is why, whilst individual companies...

Pete Nicholls

Against Net Promoter: A new way of interpreting the customer data deluge

Read more

iinet have gone from one on the best customer service providers to as they have grown just another frustrating Telco. As a customer of o...

Disillusioned

How voice analytics helps iiNet hear customer problems on its network

Read more

The interesting question is whether 'campaigns' is even a relevant term any longer. We seem to work in an environment of continuous, omni...

Geoff Brooks

Marketing skills in a virtual world - Customer and marketing relations - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in