Here’s a shocking statistic I read the other day…
76% of CEOs say marketing is crucial for their business but only 39% believe that marketers make solid commercial decisions.
What an indictment of the marketing profession and, if these statistics are true, how do we change perceptions?
Here’s my tuppence-worth:
- Provide business solutions, not marketing solutions.
- Focus on commercial results, not simply creative treatments.
- Use the language of the boardroom, not the language of the marketing department.
We need to become business heavyweights not marketing lightweights!