An open letter to all chief executives

This article suggests ten things that CEOs need to understand in order to make their marketing function contribute more - and the ten things they should not do.

An open letter to all chief executives

David Pearson

Dear CEO,

Here are ten things that CEOs need to understand about how to make their marketing function contribute more (and the ten things you should not do).

1 Product:

Do get the product (or service) right. Marketing plays a key role here because it is, or should be, its responsibility to develop and test the product. Up to 90% of new products fail so it is clear that many CEOs have not got the right processes in place.

2 Price:

Do get the price right. This too is a marketing...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands