Did you know? Our thought processes, our strategies and how we use our B2B tools need to change.
A recent survey of CEOs found a vast percentage were frustrated with their company’s marketers and felt they failed to provide useful information about the role marketing plays in achieving business success.
The Fournaise Marketing Group survey, released in June, interviewed more than 600 large corporation and SMB CEOs and decision-makers in the US, Europe, Asia and Australia.
The most telling disconnect? While 73% of the execs agreed that marketers lack business credibility and are not effectiveness-focused enough to generate incremental customer demand, 69% of the marketers Fournaise talked to feel their strategies and campaigns do make an impact on the company’s business, even though they can’t precisely quantify or prove it.
Some specific issues:
Though we can dismiss the findings and conclusions as overly harsh, they clearly outline the need for marketers to act more aggressively in presenting marketing’s case to top management.
The Barriers Marketers Face
B2B marketers face a number of obstacles, though, in addressing these concerns:
The good news, however, is that costs have moderated for some marketing automation software. And management is beginning to express the desire, not only to better understand the impact of marketing, but also to use marketing forecasts to better anticipate revenue trends.