80 percent of CEOs ‘don’t trust’ marketers’ work

There are growing doubts among top execs about measurable results. The fact that one in three marketers fail to measure effectively doesn’t help matters.

Though research shows that 80 percent of CEOs now distrust the value of marketing work, a recent survey also found that less than one-third of B2B companies properly measure ROI for marketing activity.

A significant body of research, collated in an infographic by marketing automation company Eloqua, indicates that there is a gap between the expectations of corporate management and the practices of marketing departments.

Check out the full infographic here.

CEOs expect measurable marketing results

There is a significant level of concern at board level that marketing needs to be more accountable, as this Fournaise Group study of CEOs found:

Marketers agree in principle, lag in practice

Marketers seem to recognize this perception problem created by lack of concrete measurement. Responding to a Forrester survey, 76 percent of B2B marketers agreed that “ability to track marketing ROI gives marketing more respect.”

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