As I continue to drill into the back-story underlying the “Great CEO-CMO Divide” via interviews and conversations with executives and marketers, there is general agreement that a big gulf exists between CEOs’ expectations related to marketing and CMOs’ delivery of programs and results.  The position most marketers take is succinctly summarized in the following quote from the MAANZ Smarter Marketing Group on LinkedIn:

 “Two key problems come to mind: first is that many CEOs are thinking short term: if an immediate impact is not felt on the bottom line, they do not see the value. And while some on the creative side of marketing are waiting for the shuttle to land, most are solid business pros. Indeed, every CMO with whom I have had a conversation (including sales presentations) have been driven by factors such as cost, profit, etc. Marketers do ‘get it’.”

While the observations above seem somewhat defensive, if we accept the premise that marketers do “get it,” why are the perceptions of CEOs captured in the source Fournaise study referenced in Andy Plata’s July 25 article, “Can CMOs Successfully Promote TransPromo Opportunities? CEOs Say No!” so dramatically different?  Is the “meaningful results” message from CMO to CEO getting lost in translation or buried within myriad web and social media statistics?   Is there really a lack of alignment in marketing organizations with key company KPIs, or does marketing just have to do a better job of telling their story? OutpuLinks is bringing the “Great CEO-CMO Divide” to GRAPH EXPO! Please join us for the  live panel discussion on the show floor –

Session Title: Understanding the Role of the CMO and Adjust Your Business Strategy

Where / When: Theater Booth No. 3457. Monday Sept. 12, 3- 3:30 p.m.

How do you feel about this topic?

Agree? Disagree? I look forward to your feedback in the comments section below.

Join me over the next few weeks (months?) as some fellow contributors and I examine how to cross the great (C-Level) divide.

Scott Baker
VP Worldwide Channels at GMC Software AG