Let’s be honest: Marketing has always been considered a little “soft” in the business world. That may be why CMOs have one of the shortest average tenures — about two years — of any corporate board member. Marketing’s reputation comes from reporting on metrics like “impressions” and “brand awareness” — things that CEOs and CFOs simply do not understand because they can’t see the impact on their financial statements. If marketing is to start building credibility within the organization, they need to start playing a bigger role in driving revenue.
Loading ...
Want Credibility, Marketers? You've Got to Earn It
Posted by: Lisa Cramer October 13, 2011 05:00 AMLet’s be honest: Marketing has always been considered a little “soft” in the business world. That may be why CMOs have one of the shortest average tenures — about two years — of any corporate board member. Marketing’s reputation comes from reporting on metrics like “impressions” and “brand awareness” — things that CEOs and CFOs simply do not understand because they can’t see the impact on their financial statements. If marketing is to start building credibility within the organization, they need to start playing a bigger role in driving revenue.