LONDON: Marketers are failing to make the grade among the crème de la crème of some of the world's biggest businesses, says a survey from the UK's Chartered Institute of Marketing.
The organization reports that 14% of the top 100 companies listed on the London Stock Exchange have a marketer working at board level. Despite this being a rise from 11% in a similar survey last year, the CIM remains gloomy that marketers are under-represented at the highest level.
It is also dismayed about the "disappointing" 15% of companies that have a marketing professional on their executive or senior management team and the 17% of ceos who have a marketing background.
This compares to 34% of top bosses with a financial background and the 29% who rise through the ranks from operations.
Warns CIM spokesman Ray Jones: "It has been demonstrated very clearly . . . that marketing makes a more significant contribution to the bottom line than any other business function and therefore companies that do not give it the attention it deserves will fail to meet their full potential."
The other 86% of FTSE 100 boards must be quaking in their collective shoes at what the future holds . . .
Data sourced from mad.co.uk; additional content by WARC staff