CMO Council study reveals the painfully obvious
from Revenue Journal::
"73% of the 400 marketers polled in the CMO study say that they 'have no formal marketing performance scorecard' to rate their department's performance, and you can see why less than 10% of the survey respondents from large companies said their marketing group was 'highly influential and strategic.' Less than half felt their teams were 'well regarded and respected.'
Years ago I said that marketing had shifted from '80% creative and 20% logistics' to '80% logistics and 20% creative.' CEOs hiring marketing managers are now looking for candidates who are logistically sophisticated.
Those who got into marketing because they 'like working with people' are struggling now. Their only hope is to start thinking more like a finance person and to become the company's expert on the customer (by personally interviewing customers every single week). Otherwise, they will find themselves replaced by someone who has an MBA in marketing and finance, has kept up with the latest technologies, and persistently and consistently listens to customers."
The 'art' of software is in the software; marketing is, or should be, a repeatable process; more a science than an art.
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