CMOs and CFOs in many respects have widely differing views of the value of marketing, finds a new survey conducted in the UK by Econsultancy, in association with Marketing Week. While it’s understandable that marketers would have more enthusiastic perceptions of their worth than other parties, the findings are a sobering reminder that it’s not only the CIO relationship that needs work.
Indeed, with CMOs feeling the pressure to prove their worth, the gap in perceptions between CMOs and CFOs as to marketing’s value means that there is plenty of work to be done. For example, while about half of the marketers surveyed believe that more than 30% of their organization’s revenues are directly driven by marketing activity, only about one-quarter of finance directors feel the same way. The perception gap is similarly acute when it comes to the percentage of sales influenced by marketing activity: two-thirds of marketers believe that more than 30% of sales are influenced by marketing, while only one-third of finance directors concur. Read the rest at MarketingCharts.