{"id":79849,"date":"2020-09-17T09:05:25","date_gmt":"2020-09-17T13:05:25","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/what-ceos-want-from-marketing-vs-what-they-need-to-know\/"},"modified":"2023-09-14T05:51:32","modified_gmt":"2023-09-14T09:51:32","slug":"what-ceos-want-from-marketing-vs-what-they-need-to-know","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/marketing-strategy\/what-ceos-want-from-marketing-vs-what-they-need-to-know\/","title":{"rendered":"What CEOs Want from Marketing vs. What They Need to Know"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">What does your CEO think of your marketing team?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re not sure how to respond, you should work on that relationship \u2014 especially if you\u2019re the CMO.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers can fall easily into the trap of sticking to traditional roles like advertising and brand development. However, many C-suite executives now see marketing as a critical player in a company\u2019s overall rise and expansion. You should, too.\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider <a href=\"https:\/\/www.linkedin.com\/pulse\/what-ceo-wants-from-marketing-robbie-kellman-baxter\/\">what CEOs want from marketing<\/a> before you push back.\u00a0<\/span><\/p>\n<p><b><i>Quick Takeaways:\u00a0<\/i><\/b><\/p>\n<ul>\n<li><em><span style=\"font-weight: 400;\">Want to get a CEO on board with a marketing initiative? Prove its ROI and show metrics that will measure its success.\u00a0<\/span><\/em><\/li>\n<li><em><span style=\"font-weight: 400;\">CMOs need tangible support from engaged CEOs to continue to innovate and improve upon their marketing strategy.\u00a0<\/span><\/em><\/li>\n<li><em><span style=\"font-weight: 400;\">CEOs are interested in customer experience because it\u2019s now a key differentiator. Thus, CMOs can no longer rely solely on conventional marketing wisdom.<\/span><\/em><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let\u2019s talk about what CEOs expect from their marketing teams. And what CMOs can do to make that magic happen?<\/span><\/p>\n<h2>The Disconnect Between CEO Expectations and Marketing Performance<\/h2>\n<p><span style=\"font-weight: 400;\">CEOs look at the big picture. Of course, they want marketing teams to focus on driving revenue growth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, most CEOs don\u2019t believe their CMOs have the business sense or leadership skills to deliver on this critical goal. According to a Fournaise study, <\/span><a href=\"https:\/\/hbr.org\/2017\/07\/the-trouble-with-cmos\"><span style=\"font-weight: 400;\">more than 75% of CEOs<\/span><\/a><span style=\"font-weight: 400;\"> don\u2019t trust their current CMOs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">About the same percentage of CMOs report dissatisfaction with their jobs. Most C-suite marketers believe their skills are underutilized and underestimated. Statistics point to <\/span><a href=\"https:\/\/marketinginsidergroup.com\/marketing-strategy\/cmo-salary-data-suggests-declining-influence-whats-the-real-story\/\"><span style=\"font-weight: 400;\">CMOs becoming less influential<\/span><\/a><span style=\"font-weight: 400;\"> compared to other C-suite executive positions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Only <\/span><a href=\"https:\/\/mumbrella.com.au\/two-out-of-three-ceos-distrust-their-cmos-and-only-17-of-marketing-leaders-are-pioneering-says-accenture-585076\"><span style=\"font-weight: 400;\">17% of marketing chiefs<\/span><\/a><span style=\"font-weight: 400;\"> have work environments that encourage a transformative approach to their job. This allows them to deliver both significant numbers and relevant customer experiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s at the heart of the massive disconnect? It\u2019s usually a lack of clear communication between results-oriented CEOs and strategy-focused CMOs.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When CEOs misunderstand the evolving role of CMOs, marketing teams can find themselves unaligned with the rest of the company. To be effective, CMOs must walk a fine line between listening to what CEOs want from marketing and giving them what they actually need. It helps to create a planning hierarchy, get buy-in from the CEO, and stick to it at all times.<\/span><\/p>\n<figure id=\"attachment_656397\" aria-describedby=\"caption-attachment-656397\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-656397 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/marketing-planning.jpg\" alt=\"marketing planning hierarchy\" width=\"800\" height=\"515\" \/><figcaption id=\"caption-attachment-656397\" class=\"wp-caption-text\">Source: https:\/\/neilpatel.com\/blog\/ceos-dont-trust-marketing\/<\/figcaption><\/figure>\n<h2>What CEOs Want from Marketing Departments and CMOs<\/h2>\n<p><span style=\"font-weight: 400;\">I always like to talk about how CEOs typically look for what tactical production from CMOs, instead of marketing strategy ideas. CEOs expect marketing to deliver business results. But then they ask us to change the logo color, or put our logo on the side of a bus, a billboard, a sport&#8217;s stadium.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With those in mind, below are three things CEOs may demand from their marketing teams: investments they can quantify, new ways to achieve the same things, and consistent knowledge of what the customer wants. I call them the three C\u2019s.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Clear ROI<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">CEOs that make decisions based only on empirically measurable returns can spell trouble for CMOs. However, it\u2019s not a dead-end street.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The fastest way to get CEOs on board with a marketing campaign is to <\/span><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/ceos-will-no-longer-accept-marketing-doesnt-work\/\"><span style=\"font-weight: 400;\">prove its ROI<\/span><\/a><span style=\"font-weight: 400;\"> and point to real business results.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CMOs can build business cases to show how their ideas can provide significant value that they can account for through real numbers. Justify capital expenditures, predict future cash flows, and the like. Demonstrate how investing in marketing strategy will lead to increased revenues.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Constant Innovation<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A recent study reports that <\/span><a href=\"https:\/\/www.marketingweek.com\/what-ceos-demand-from-marketers\/\"><span style=\"font-weight: 400;\">almost 40% of marketers<\/span><\/a><span style=\"font-weight: 400;\"> admit to having no actionable innovation strategy. About 25% believe the term has no clear definition. Why?\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CEOs with a visionary streak may expect their marketing departments to keep up with changing times effortlessly. However, they might not realize what\u2019s needed to create and deliver innovations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When pressed for results without ample resources, many CMOs might feel like they\u2019re just reinventing the wheel. CEOs must realize that more perspiration does not equal more inspiration.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">True innovation is a must. <\/span><a href=\"https:\/\/marketinginsidergroup.com\/marketing-strategy\/stats-on-the-future-of-marketing\/\"><span style=\"font-weight: 400;\">70% of consumers<\/span><\/a><span style=\"font-weight: 400;\"> already depend on information from user reviews found online \u2014 not from brand blogs and advertisements. Conventional marketing wisdom must make way for this change.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pioneering CMOs are putting content marketing agencies to work, reimagining customer experiences, discovering new revenue streams, building unusual networks and partnerships, and more.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer demands are changing more rapidly. Marketing strategy must change, too.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Customer Insight<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Did you know that customer experience is <\/span><a href=\"https:\/\/marketinginsidergroup.com\/marketing-strategy\/stats-on-the-future-of-marketing\/\"><span style=\"font-weight: 400;\">the future of marketing<\/span><\/a><span style=\"font-weight: 400;\">? In that future, content is king.<\/span><\/p>\n<p><a href=\"https:\/\/www.adobe.com\/uk\/offer\/digital-trends-2020.html\" class=\"broken_link\"><span style=\"font-weight: 400;\">More than 50% of businesses<\/span><\/a><span style=\"font-weight: 400;\"> identified the most significant challenge with customer journey management as the variety and volume of necessary content marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CEOs know this, so they look for CMOs with a passion for knowing what customers want and how they make their decisions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It shouldn\u2019t stop there, though. CEOs should do more than pay lip service to the importance of customer insight. After all, there are ways for <\/span><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/enterprise-content-strategy-guide\/\"><span style=\"font-weight: 400;\">enterprise content marketing strategies<\/span><\/a><span style=\"font-weight: 400;\"> to deliver on expected ROI.\u00a0\u00a0<\/span><\/p>\n<h2><b>The Conversation CMOs SHOULD Have With CEOs<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Now that we know what CEOs want from marketing, let\u2019s move on to what conversations CMOs need to be having.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I recommend that marketers put themselves in their CEO\u2019s shoes. It\u2019s easier said than done, but it works.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I found myself thinking of what I would ask my CMO as a CEO. At the heart of these questions is the desire to create synergy, more than simply understanding each other\u2019s perspectives.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Which Metrics Can Measure Results and Effectiveness of Marketing Efforts?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In the Fournaise study mentioned above, it also uncovered that most CEOs don\u2019t believe that marketing defines ROI and results in the way they do.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CEOs and their CMOs should be on the same page. That starts with working with the same definitions, the same relevant metrics, and the same key objectives. Only when this is accomplished can marketing leaders hope to align their team\u2019s strategy with company goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing insights should guide this conversation. However, everyone involved should know exactly how the success of an initiative will be tracked and measured.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-656396\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/measure-reach-engage-convert.png\" alt=\"measure your marketing\" width=\"600\" height=\"330\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">2. How Does the Marketing Team Work With the Sales Team?\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Marketing and sales are intertwined but aren\u2019t always in sync. Sales teams need to sit down with marketing teams to clarify definitions, too.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Does everyone in the company know the difference in expectations and roles between these two? This is essential. Companies that report a stable <\/span><a href=\"https:\/\/www.entrepreneur.com\/article\/237116\"><span style=\"font-weight: 400;\">partnership between sales and marketing<\/span><\/a><span style=\"font-weight: 400;\"> teams also report better customer retention and sales close rates.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Without clear boundaries and areas of responsibility, CEOs can\u2019t truly hold either team accountable for a failed initiative \u2014 or definitively congratulate them on a win.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. What Can the Company Do to Stand Out from the Crowd?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Traditional marketing in the olden days was more of a craft. CMOs could then work separately from other C-suite executives.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Technological advancements make it easier to collect and analyze data. They also make it more difficult to separate marketing plans from overall business strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most CEOs know in theory that CMOs should be counted on for market analytics and growth strategy. Who knows consumers more than CMOs do? However, it\u2019s often easier for CEOs to ask for tactical campaigns and short-term wins than it is to heed their CMOs\u2019 advice.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why? It goes back to that disconnect \u2014 that lack of trust. Even though technology has made it possible for C-suite executives to all speak the same language, metrics-wise, many CEO-CMO relationships are still learning how to listen to each other and collaborate constructively.<\/span><\/p>\n<h2>How Can Marketing Insider Group Help Your Business?<\/h2>\n<p><span style=\"font-weight: 400;\">Marketing Insider Group isn\u2019t your run-of-the-mill content marketing agency. Not sure if we\u2019re the right one for your brand? Schedule a <\/span><a href=\"https:\/\/go.marketinginsidergroup.com\/free-consultation\"><span style=\"font-weight: 400;\">free 15-minute consultation<\/span><\/a><span style=\"font-weight: 400;\"> with me, and I\u2019ll send you a PDF version of my books at no additional cost.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start generating more traffic to your site and more leads for your business today.<\/span><\/p>\n<p><b><i>Looking to improve your website through publishing consistent, high-quality content? Marketing Insider Group can help! Check out <\/i><\/b><a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\"><b><i>our content builder services<\/i><\/b><\/a><b><i>.<\/i><\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What does your CEO think of your marketing team? If you\u2019re not sure how to respond, you should work on that relationship \u2014 especially if you\u2019re the CMO.\u00a0 Marketers can fall easily into the trap of sticking to traditional roles like advertising and brand development. However, many C-suite executives now see marketing as a critical [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":79853,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-79849","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What CEOs Want from Marketing vs. What They Need to Know - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"There is a glaring disconnect between what CEOs want from Marketing and what CMOs actually deliver. 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