of CEOs Do Not Really
(Except If They Are “ROI Marketers”)
2) To earn the CEOs trust, Marketers will need to transform themselves into ROI Marketers.
75% of CEOs think Marketers misunderstand (and misuse) the “real business” definition of the words “Results”, “ROI” and “Performance” and therefore do not adequately speak the language of their top management: these CEOs fail to understand why Marketers cannot zoom in on a few critical key business performance indicators to precisely measure, quantify and report on the level of customer demand they are asked to deliver, instead of drowning everybody with data and analyses that are too remote from the P&L.
CEOs believe they trust CFOs and CIOs because they are 100% ROI-focused – where every dollar spent must have a measurable, quantifiable and positive impact on the company’s P&L and operations. To earn the CEOs’ trust and prove that they can be solid business generators, 74% of CEOs want Marketers to become 100% ROI-focused: they call them “ROI Marketers”.
“People trust doctors, surgeons, lawyers, pilots or accountants: simply because they know these no-nonsense professionals are trained to focus on the right set of data to take the best decisions and achieve the best outcomes possible. CEOs trust CFOs and CIOs for the same reasons. It’s not a game of data, but rather a game of the “right & relevant” data for the right purpose and the right decision-making, with no fluff around” said Jerome Fontaine, CEO & Chief Tracker of Fournaise.
“Marketers will have to understand that they need to start “cutting the rubbish” if they are to earn the trust of CEOs and if they want to have a bigger impact in the boardroom” he explained. “They will have to transform themselves into true business-driven ROI Marketers or forever remain in what 65% of CEOs told us they call Marketing la-la land” Fontaine concluded.
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