80% of CEOs don’t trust marketers, according to a study done by The Fournaise. In comparison, that same group trusts CIOs and CFOs more than they distrust CMOs.
The research findings go on to state that the reason why CMOs are distrusted is based on a disconnect marketers have from the financial concerns of the company.
There are most likely a myriad a reason why this study states this disconnect, and we don’t think it is far-fetched to reason that marketers are creative people, spending more time in the right side of the brain – as opposed to the more structured and analytical left side.
Regardless, marketing is a supporting function of business. Without the basics of marketing, businesses will not sale at all. (The same can be stated for many facets of a business – marketing isn’t the be-all-end-all of business success.)
So, what to marketers need to do?
In summary of the article, marketers need to work in both the creative realm and “reality” in order to find a happy medium. This may mean refraining doing everything a marketer has dreamed of, and scaling back to doing what will be most effective – becoming what the article refers to as ROI Marketers, “or forever remain in what 65% of CEOs told [them] they call Marketing la-la land.”