According to a recent McKinsey research, marketeers are facing an ever growing credibility gap at the CEO level. The global consultancy interviewed 30 European CEOs and chief marketing officers to get their opinion on marketeers.
While everyone had positive things to say, the top 5 negative attributes ascribed to marketers by CEO/CMO’s were that they are: inconsistent, undisciplined, expensive, narrow, self-important. Marketers are not considered to “think like businessmen” and in the words of one CEO display behaviour which is more “akin to recalcitrant child than an adult”.
It would seem that marketeers have some marketing challenges ahead for themselves.
The full McKinsey article you can find here.
