London—A new study by Fournaise Marketing Group, London, found that 73% of CEOs believe marketers lack business credibility and are not proving to be growth generators for their companies.
The study, “2011 Global Marketing Effectiveness Program,”
was based on an online and face-to-face survey of more than 600 CEOs and decision-makers in the U.S., Asia, Australia and Europe conducted in May and June.
The top issues CEOs have concerning their marketing executives were: Failing to link marketing efforts to results (77%); focusing too much on new marketing trends, such as social media (74%); and thinking about ROI in terms of cost-cutting instead of revenue-generating (73%). (Respondents could pick more than one answer.)
However, 69% of CEOs said they believe marketing strategies and campaigns do have an impact on a company's business, although they can't precisely quantify results.