Monday, March 5, 2007
Marketing Department Priorities Often Differ From CEOs Agenda, ANA/Booz Allen Hamilton Study Finds
A study by the Association of National Advertisers (ANA) and
Booz Allen Hamilton found the corporate marketing function
is not aligned with the CEO’s agenda, instead focusing on
tactical issues such as maintaining branding guidelines,
sharing best practices, and counseling divisions. Further, the
joint study revealed that the role of the CMO is poorly defined
at an alarming number of companies, and that companies
expect marketing to provide measurable outcomes such as
return on investment (ROI), but current metrics are not up to
the task. More...
Link
Booz Allen Hamilton found the corporate marketing function
is not aligned with the CEO’s agenda, instead focusing on
tactical issues such as maintaining branding guidelines,
sharing best practices, and counseling divisions. Further, the
joint study revealed that the role of the CMO is poorly defined
at an alarming number of companies, and that companies
expect marketing to provide measurable outcomes such as
return on investment (ROI), but current metrics are not up to
the task. More...
Link
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posted by Hernan at
7:58 AM
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