- 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
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.