CMO Council study finds gap between expectations and performance of CMOs

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Palo Alto, Calif.—A gap exists between the expectations that CEOs have of CMOs and senior marketers’ actual performance, according to a new study by the CMO Council.

Nearly three-quarters of CEOs surveyed for the study said they consider the marketing organization highly influential and strategic in the enterprise.

However, nearly two-thirds of CEOs said their top marketers don’t provide adequate evidence of ROI with which to gauge marketing’s true performance.

The study also found that nearly 70% of CMOs report directly to their CEO, but only about 40% of these marketers get an “A” grade for their performance from the CEO.

“Typically, you have senior marketers who are hired who are not ultimately synching up with the objectives and expectations that the CEO and board members expect the CMO to have,” said Brian Regan, senior VP at the CMO Council.

“We have been advocating defining the role and putting the right person in there—not just marketers that have marketing and brand-building skills, but those with cross-functional expertise. They have to be partners in strategic decision-making.”

The study, “Define and Align the CMO,” was based on telephone and online surveys of about 1,200 senior marketers and about 300 CEOs and board members of companies, conducted during the first quarter.

—Kate Maddox

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