Elevating marketing to its rightful place in the boardroom

Marketing should be regarded as the most important function within the organization, the natural path to the CEO seat and strongly represented on boards.

Marketing is in crisis. It is not respected by most CEOs and other senior executives. While 90% of CEOs trust their CFOs, and more surprisingly, their CIOs, 80% do not trust their CMOs. Not one of them had a good word to say about their marketing departments 1. This dissatisfaction has led to the notoriously short tenure of CMOs, most recently estimated at around three and a half years, compared to seven years for CEOs. 2

CEOs are thrashing around looking for alternative solutions. This has led to a dizzying proliferation of new titles – Chief Growth...

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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

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

* Top 10 brands