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CEOs Hating On Marketers

by on July 16, 2012

CEO Attitudes Toward Marketers

  • 80% of CEOs do not really trust nor are very impressed with marketers’ work
  • 80% think marketers are too disconnected from the short-, mid-, and long-term financial realities of companies
  • 78% think marketers too often lose sight of generating customer demand in a quantifiable manner
  • 74% want marketers to become 100% ROI-focused
CEOs Hating On Marketers CEOs Hating On Marketers
Photo courtesy ScienceBusiness on Flickr

THOUGHT: Well thanks for that, CEOs.

Yet it’s a little understandable why CEOs might be hating all over us marketers, as the data from this July 2012 survey by Fournaise Marketing Group make clear.

Think about it.

There are numbers attached to everything online: Twitter followers and Facebook Likes and YouTube views and email subscribers. We’ve become acclimated to the idea that everything is measurable.

Indeed, one of the primary arguments we marketers used to convince skeptical C-suiters to pull the trigger on whatever online strategy we wanted to implement was the fact that it could be measured.

And then we didn’t measure it. Or didn’t measure it properly. Or didn’t measure what mattered.

No wonder then that CEOs want us to show them the money.

Yes, part of the problem is that executives may not appreciate the value of measurable online activity that may not fit within the neat traditional metrics with which they are accustomed.

{ 2 comments… read them below or add one }

Benjamin Cook July 18, 2012 at 3:42 00 pm CDT

Nice post – I liked your comment about how executives don’t appreciate the online metrics that don’t fit the mold of more traditional metrics like ROI. I heard a podcast on the most recent CMO survey that said companies are projecting increasingly larger percentages social media spend over the next five years. With more money being pumped into social media, I’m sure CEO’s will start demanding real metrics that go beyond “likes” and followers. The tricky part with social media is tying it to ROI to gauge effectiveness. Marketers have to make the argument that their efforts are creating brand lift, creating engagement, generating word-of-mouth, and enabling them to monitor the pulse of consumer sentiment which all are contributing factors to the bottom line.

derickson July 19, 2012 at 7:23 00 am CDT

 Thanks for you comment, Benjamin. What do you think are some of the important metrics we should be tracking?

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