A 2012 global survey by the Fournaise Marketing Group highlights the tensions between them: The results reveal that 80% of CEOs don’t trust or are unimpressed with their CMOs. (In comparison, just 10% of the same CEOs feel that way about their CFOs and CIOs.) CMOs also sense a serious problem. In our own surveys, 74% of them say they believe their jobs don’t allow them to maximize their impact on the business. Why?
According to research marketers are being held accountable for every dollar they spend but is that enough? All you have to do is watch an hour of TV to realize that there are still a lot of networks and brands that just don’t get it.
The Internet is a great source of information and data, especially marketing data. People from all backgrounds try and tell you that you either need to be on social media or need a BLOG to increase business, but before anyone tells you how to run your marketing shouldn’t they have experience in marketing?
Not too long ago I was contacted by a marketing VP who was having a problem finding “good marketing people” as opposed to “qualified marketing people”. The job descriptions were all sent to HR but as he soon found out “job descriptions don’t provide enough information to recruit good candidates”.
Seth Godin said “every company at a certain stage ends up with two sorts of employees… some that work hard to improve the experience and value for the original customers, and some that tear down that experience and value in order to please shareholders in the short run. It’s not surprising, but it’s sad.”. That pretty much sums up why there is so much really bad and irrelevant social media marketing; it can’t be just about you, it has to be about people and having someone administer your social media as a real person not a salesperson.
When it comes to developing mobile apps, creating products for new devices, and unifying the customer experience cross-channel, less than one quarter of companies report they “always succeed,” while more than 60 percent “often or sometimes fail” according to a Forrester study. Among the biggest challenges organizations face in digital marketing is finding talented digital marketers.
So Verizon has purchased Yahoo and in all likelihood major layoffs will follow. However, one person that won’t have to worry is the soon to be ex-CEO, Marissa Mayer, who could leave with a package valued over $50 million.