A recent study by Booz Allen Hamilton and the Association of National Advertisers pointed to a disconnect between marketing and corporate management.
While 75 percent of respondents said marketing is far more important today that it was five years ago, while less than half agreed marketing is an issue that keeps CEO’s up at night. Seventy percent said their marketing structure is undergoing restructure and the number of Fortune 1000 companies that have a CMO has risen to 47 percent. That lags far behind established positions of CE) (98 percent), CFO (91 percent), CIO (80 percent) and Chief HR Officer (83 percent).
Writing on his weblog, ANA CEO says the CMO is an integral and necessary position for companies to successfully navigate the increasingly confusing marketing waters.
