According to Advertising Age, a survey released by Spencer Stuart yesterday finds that CEOs are falling short in working with marketing.
While 85% of the 278 executives who were surveyed said that it was either “extremely critical” or “very critical” for CEOs to communicate with marketing, only slightly more than half found that happening in practice. In fact, only 18% said that CEOs were excellent at at that! The survey also found that CEOs are not very good at holding other executives accountable for ensuring that they partner with marketing.
Often times, it is the CMO who sets the direction for the company, and when that happens with little support from the CEO or the rest of the executive team, you get what’s happening at many companies…they look rather rudderless.