blind-folded-business-man

Your CEO Doesn't Trust That You're Doing Your Job!

  |  November 30, 2012   |  Comments

Let's make a resolution to make 2013 the year marketers regain trust from their CEOs and become obsessed with business performance.

blind-folded-business-man

Did you see the startling statistic shared last week that 70 percent of CEOs have lost trust in marketers? If you're a marketer, like I am, that should alarm you.

According to the recent Fournaise 2012 Global Marketing Effectiveness Program, which has interviewed more than 1,200 CEOs across North America, Europe, Asia, and Australia, CEOs have lost faith in their marketing departments with their inability to prove ROI on campaigns:

Furthermore, they have:

Made the conscious decision not to expect more from marketing than branding, look/feel good ads and promotions…

CEOs feel marketers "live too much in the brand, creative and social media bubble."

I was discussing this with my buddy, Mitch Joel, who shared the following on his blog:

Doesn't digital change everything?
Digital does change everything (at least from my perspective), but digital changes nothing if all a brand is doing is traditional marketing in new marketing channels. That isn't to say that solving the digital marketing challenge will suddenly get the marketers a more respected chair in the c-suite, but this is massive opportunity for marketers because measuring, testing, optimizing and learning has never been as scientific and results-oriented as it is (and can) be in the digital channels. There's the old saying, "fail faster," I believe that digital marketing allows a brand to not only fail faster, but to do it in a cost-effective way.

There is very little excuse (other than it is hard to do and takes work) for digital marketing not to be business-performance-obsessed. The fact is, way too many marketers may no longer be counting HITS, but they are still measuring with that philosophy. By the way, HITS stands for "How Idiots Track Success."

Don't misunderstand me and think I am anti-social media. Just the opposite, I know the true ROI of social media. I view it as a long-term brand-building necessity, but just like branding, you can't measure it in the short term by direct sales and without proper attribution modeling in place. That's why it doesn't concern me when I see social media sales statistics like:

  • Only 0.68 percent of Black Friday online sales came from Facebook referrals - two-thirds of 1 percent. That was a decline of 1 percent from last year.
  • Commerce site traffic from Twitter accounted for exactly 0.00 percent of Black Friday traffic. That was down from 0.02 percent last year.

Marketing measurement should never be about how many views, likes, +1s, retweets, shares, etc. you have. All marketing efforts, and especially digital marketing efforts and their metrics, should flow directly and intelligently into the C-suite's financial statements. That is, if we want to stay relevant to what matters to the CEO and CFO. We have been preaching this since 2001.

If we still have this issue in digital a decade later, imagine the issues the rest of marketing must have in terms of business performance alignment and measurement. Let's make a resolution to make 2013 the year marketers regain trust from their CEOs and become obsessed with business performance.

In my next column, I'll share with you a framework on how to get there.

Blind Folded Business Man image on home page via Shutterstock.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Bryan Eisenberg

Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...