Posts tagged with Cm Os

More marketers are needed in the boardroom: report

In November we published our Value of Marketing report, in which we discussed the need for CMOs and CFOs to talk the same language.

The current status quo where finance commands the greatest voice in the boardroom needs to be challenged. Half of the FTSE 100 CEOs have an accounting or financial management background, compared to just 10% who come from marketing or advertising.

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Four key trends from our Value of Marketing research

At the Festival of Marketing today Econsultancy published the findings from the new Value of Marketing research, which investigates the sometimes difficult relationship between CMOs and CFOs.

It highlights the difficulties in placing a value on marketing activities, with the majority of both marketers and finance professionals still unable to provide a figure for their return on investment. 

In addition, there are significant tensions and differences in opinion between marketers and finance departments which may be impeding both business and marketing success.

Published in partnership with Marketing Week, the report is based on in-depth interviews with nine senior brand-side marketers and nine senior finance officers, as well as an online survey of 171 senior finance executives and 100 brand-side marketers.

Here’s a summary of four key trends identified in the report...

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How to cut across the CMO-CIO divide in four steps

Chief marketing officers (CMOs) and chief information officers (CIOs) traditionally work in silos, but digital disruption is giving rise to an increased need for alignment and collaboration to gain a competitive advantage in today’s marketplace.

This C-suite relationship is improving to meet the needs of today’s digital consumer, but there are still many obstacles yet to overcome to create an effective team that will drive value for the consumer and new revenue for the business.  

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Eight interesting digital marketing stats we saw this week

Well hello there, and welcome back to our weekly stats roundup.

This time it includes data about Enhanced Campaigns, Facebook's earnings, analytics tools, Christmas, data privacy and the thorny relationship between CIOs and CMOs.

For more of this type of thing, download the Econsultancy Internet Statistics Compendium...

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The rise of the ‘big data’ driven CMO 


After decades of fighting the image of being a ‘fluffy’ cost centre, the marketing function is finally escaping the long-held mis-perception of being all about ‘creative’ with an inability to prove measurable impact on the bottom line.

The growing importance of the Chief Marketing Officer, especially in business-to-consumer organisations, is the strongest indication yet of this continued professionalisation within the function. 

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Social media: are you producing value, or promoting yourself?

There's little doubt that for many, if not most major brands, social media is a can't-ignore channel. But when it comes to branding, companies aren't the only ones using social media.

Thanks in part to the state of the global economy, the growth of social networks and the increasing importance of digital skill sets, individuals have embraced social media as a way to 'brand' themselves.

In some cases, that 'personal branding' can lead to greater job opportunities, and some even argue that individuals without a strong social media presence will increasingly find themselves at a disadvantage.

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