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It is the question that has been on the cards for far too long; Why can\u2019t marketers convince CEO\u2019s that their multi channel marketing activities actually work for them in a way that is demonstrated by real business performance indicators. CEO\u2019s like to see evidence that is demonstrated in P&L language; revenue, sales, EBIT or even market valuation, rather than marketing metrics like Share of Voice, search engine positions and likes. In short; all the fluffy stuff like brand values and brand equity simply don\u2019t convince the vast majority of CEO\u2019s that marketers have the credibility to prove that their efforts can generate business growth or lead generation.<\/p>\n
Are the latest marketing trends in social media actually demonstrating how they attribute to creating more sales? According the Fournaise Marketing Group, 74% of an audience of 600 CEO\u2019s feel that their marketing agencies are not adequately providing them with evidence they need to convince them social media does create more sales. The general feeling is marketers are trying to prove a point that the new frontiers of marketing need to be tested and monitored before they can actually prove their worth.<\/p>\n
Increasing ROI? We\u2019ve all been asked to do it. 73% of the CEO\u2019s surveyed think that when they asked the marketing team to increase ROI, the initial response was to decrease marketing spend rather by negotiating 3rd<\/sup> party and agency rates than to look toward increasing sales leads, greater basket values and repeat sales.<\/p>\n Other favourite CEO gripes about marketing people include: 72% of CEO\u2019s think that marketers always ask for more money but rarely demonstrate the incremental growth that a marketing initiative may give to the bottom line of the companies P&L. 70% of CEO\u2019s think that marketers bombard their board with useless statistics that don\u2019t demonstrate how it will affect profitability or growth.<\/p>\n We\u2019ve heard from the CEO\u2019s, while 73% of them thought marketers lacked business credibility and are not focused enough on effectiveness, 69% of marketers from the same Fournaise Marketing Group survey thought their work on strategies and campaigns did provide an impact on the bottom line; even if they can\u2019t prove it. This is the great disconnect between CEO\u2019s and their marketers.<\/p>\n \n Get exclusive insights into digital \n \n \n Stay Forward <\/h2>\n
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