February 2015
Intermediate to advanced
240 pages
6h 13m
English
Marketing is too important to be left to the marketing department.1
—David Packard, cofounder and past chairman, chief executive officer (CEO) and president of Hewlett-Packard
CEOs around the world have stopped trusting their chief marketing officers (CMOs). Our research proves it.3 The findings are sobering. The majority of CEOs can't bring themselves to say that marketing is strategically relevant.4 Oh my God!
This is a major problem. Marketing's job is to bring the voice of the customer to the company. Customers are the only reason companies exist, and marketing is charged with overseeing the customer experience. In fact, 90 percent of CMOs are personally responsible for the overall customer ...