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70% of CEOs have lost trust in marketers

I am a marketeer myself and I do agree that there're a lot of incompetent people in our cohort. But the problem is bigger. If an organisation sees marketing as a "creative supplement" to its marvellous and super-great products/services and, in particular, it's seen as a cost by CFO and CEO, then I feel sorry for that organisation and no wonder what kind of marketeers they hire (incompetent/no leadership) and their inability to deliver ROMI. Also, looking at things from slightly another perspective, what is the added value of Finance folk? I have no doubt companies like Panasonic or Sony still have very well-paid and "credible" Finance personnel counting their enormous losses year after year. I personally believe the problems of Panasonic and Sony (and other similar complacent companies) stem from their attitude to Marketing - not a captain of the business but a mere advertising supplement of their wonderful products/services which will be selling in the future as well as they have been in the past.

Thu, 15 Nov 2012

2:03 pm