CMO Council study reveals the painfully obvious

from Revenue Journal: CMO Council study reveals the painfully obvious:

"73% of the 400 marketers polled in the CMO study say that they 'have no formal marketing performance scorecard' to rate their department's performance, and you can see why less than 10% of the survey respondents from large companies said their marketing group was 'highly influential and strategic.' Less than half felt their teams were 'well regarded and respected.'

Years ago I said that marketing had shifted from '80% creative and 20% logistics' to '80% logistics and 20% creative.' CEOs hiring marketing managers are now looking for candidates who are logistically sophisticated.

Those who got into marketing because they 'like working with people' are struggling now. Their only hope is to start thinking more like a finance person and to become the company's expert on the customer (by personally interviewing customers every single week). Otherwise, they will find themselves replaced by someone who has an MBA in marketing and finance, has kept up with the latest technologies, and persistently and consistently listens to customers."

The 'art' of software is in the software; marketing is, or should be, a repeatable process; more a science than an art.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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