Three gaps CMOs need to bridge
The marketing concept works, CEOs understand the value of brand equity and having a CMO on the board helps companies become more customer-focused with consequent better business outcomes. Marketers may be the lynchpins for making organisations more customer focused, according to Patrick Barwise, but they are not naturally influential within those organisations. Marketing is seen as important, but not marketers themselves.
Speaking to an audience at the inaugural IPA Effectiveness Week, held in London in November 2016, the London Business School professor identified three reasons why this might be so:
- The...