Emily Tan
Jul 11, 2012

CEOs to marketers: Get out of 'la-la land' and prove ROI

GLOBAL - By and large, marketers are failing to gain the trust of 80 per cent of CEOs surveyed by research firm Fournaise in its 2012 Global Marketing Effectiveness Programme.

To build trust marketers need to speak the language of ROI

The study interviewed more than 1,200 large corporation and SMB CEOs and decision-makers in North America, Europe, Asia and Australia, finding that most CEOs don't trust and are not very impressed by the work done by marketers. In comparison, 90 per cent of the same CEOs trust and value the opinions and work of their CFOs and CIOs. 

The reasons, according to Fournaise CEOs believe marketers to be...

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