BusinessCorporate FinanceCFOs take dim view of marketers

CFOs take dim view of marketers

Deloitte research shows one-third of CFOs disagree marketing is crucial to driving business

Said to be the key driver of business, the role of senior marketers is being
undervalued in the company boardroom, according to a newly released
Deloitte
report.

The study found 33% of chief financial officers (CFO) disagreed that
‘marketing is crucial to the process of determining strategy’.

Malcolm Wilkinson, Deloitte head of marketing effectiveness, said that, while
81% of chief executive officers (CEO) regarded marketing as a key driver of
growth, there appeared to be a lack of appreciation for marketing’s role in
influencing and delivering corporate growth, leading to fundamentally different
views at board level which resulted in a critical boardroom ‘disconnect’
presenting a major challenge to corporate growth.

‘Confusion reigns between the role of the marketing department and the
practice of marketing in its broadest sense,’ he said. ‘Only 50% of CMOs believe
that their CEO fully appreciates the value of marketing.’

Read
the story in UTalkMarketing.com

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