Survey Uncovers Gap between Marketing Goals and CEO Priorities
A new marketing industry survey has shown that there is a disconnect between the priorities of marketers and the objectives of boardroom top management.
The poll was carried out on one hundred marketers at this year's TFM&A (Technology for Marketing & Advertising) event - the UK's largest and longest running integrated marketing industry gathering.
It found that despite acknowledging revenue growth as the CEO's top priority, more than half (51%) of marketing departments don't work to a revenue target, and a significant 42% of marketers are unaware of which campaigns return better sales performance.
In contrast, brand awareness and customer satisfaction, which are high on the scale of importance for marketers, were found to be the two least important priorities for CEO's, who place revenue growth, profit and lead generation at a higher value.
The findings demonstrate that while CEO's are focussed on revenue and growth, marketers are concerned with creativity - with neither bridging these differing priorities.
The value of marketing in the boardroom has been an ongoing subject of debate. Just last week, Mars Global Marketing Capability Officer Jenny Ashmore discussed with Marketing Week the importance of marketers being tuned into how the business achieves topline growth, rather than purely focussing on creative ideas.