LONDON, 10 July 2012– 80% of CEOs admit they do not really trust and are not very impressed by the work done by Marketers – while in comparison, 90% of the same CEOs do trust and value the opinion and work of CFOs and CIOs.
That’s one of the striking findings identified by The Fournaise Marketing Group through its 2012 Global Marketing Effectiveness Program, in which it interviewed more than 1,200 Large corporation and SMB CEOs and decision-makers in North America, Europe, Asia and Australia.
Fournaise is one of the world’s leading Marketing Performance Measurement & Management (MPM) companies. Its 360-degree marketing performance boosting solutions are the performance weapons used by Top B2C & B2B ROI Marketers® across 20 countries worldwide and 13 vertical industries.
1) Marketers are too disconnected from the financial realities of companies.
Fournaise tracked the core source of the problem is that 80% of CEOs believe Marketers are too disconnected from the short-, medium- and long-term financial realities of companies.
And that’s because 78% of these CEOs think Marketers too often lose sight of what their real job is: to generate more customer demand for their products/services in a business-quantifiable and business-measurable way:
a) For B2C CEOs, more customer demand means more products off the shelves, more sell-in, more sell-out, more sales volume, more sales revenue.
Unfortunately, 69% of B2C CEOs believe B2C Marketers now live too much in their creative and social media bubble and focus too much on parameters such as “likes”, “tweets”, “feeds” or “followers” – the very parameters they can’t really prove generate more (business-quantifiable) customer demand for their products/services, and the very parameters judged “interesting but not critical” by CEOs.
b) For B2B CEOs (and B2C CEOs in prospect-driven industries such as education and insurance), more customer demand means fuelling more qualified or sales-ready prospects to the sales pipeline – prospects that can then be converted faster into actual revenue by Sales Forces.
Unfortunately, 71% of these CEOs believe that while B2B Marketers are focused on the latest marketing technologies (such as marketing automation, lead management and CRM) supposedly to generate customer demand, they are still failing to deliver the level of incremental customer demand expected of them.
These CEOs feel Marketers are too distracted and sucked into the technological flurry (and jargon) related to system integration, funnels, processes and scores, and have forgotten that technology is only a support tool that does not create demand per se – only accurate strategies and campaigns pushing the right products, product benefits, content and customer value propositions do.
These CEOs also feel B2B and prospect-driven Marketers have been so desperate to prove their worth that they’ve started to (wrongly) focus on performance indicators that are actually not theirs, such as prospect conversions and revenue. These Marketers have lost sight that these are primarily Sales Force-related performance indicators, and that they should focus instead on the customer demand-related indicators directly linked to their job and for which they have 100% control.
For more details, please contact:
Ms. Katherine Watts – Marketing Department
The Fournaise Marketing Group –
The Marketing Performance Booster™
Telephone: +44 (0)8 700 429 688 (in the UK) or
1-800-798-8347 (US toll free)
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