September 6

CEOs Not Happy With Their Marketing

Marketing Strategy


Chief Executive Magazine reported in its August/September issue that 73% of CEOs are involved or very involved in the marketing operations. Only 18% are very satisfied with their marketing organization. 35% say their marketing organization needs improvement. [based on survey of 288 CEO Magazine subscribers]

Sam Decker wrote this entry on his Decker Marketing Blog. Sam argues that a CEO can make the biggest impact on marketing by creating the right culture. He shares four foundational pillars that will drive an effective marketing culture. BTW – Sam works as a Senior Marketing Manager for Dell – one of the most successful marketing driven companies on the planet.

Decker Marketing: CEOs Not Happy With Their Marketing

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. I remember reading a case study in college and the CEO was interviewed. It was a success story but I forget who the CEO and company were. But one thing stood out in my mind and the CEO said that a good CEO is basically a marketing person who understands the numbers. In other words, the CEO should know and understand the intricacies of marketing – but also know how the business infrastructure works – and ultimately, knows how things are put together.

    When I first decided to major in business, I was convinced that marketing was the most important thing in business. I was convinced of this after an entrepreneurship course and in the class, almost everything went right back to marketing.

    I think for CEOs to be happy with marketing, the CEO needs to understand that effective marketing is first, a LOT of analysis and then second, goal-oriented, and then third, customer-oriented and lastly, creative.

    I’ve been in marketing positions where the execs say “i just want results – go with it” and when I go with it, I’m hindered by rebuttals like “budget” “don’t like it”, etc. And marketing books like those by Al Reis&Jack Trout don’t help either because they are deceptively simple and quick read. So some folks falsely think, just create a brand, that’ll solve everything!

  2. I couldn’t agree more. The CEO creates the culture. I enjoyed this article on Holistic Marketing… It all starts at the top. The CEO an other top management must understand the requirements of both future and existing clients/customers. Being bottom-line driven is wonderful, but if you launch products/services before they are ready, or have unmotivated people, you may have a company that will soon show a struggling bottom line.

    You might like this article on Holistic Marketing.

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