CEOs value marketing more than CFOs, according to a new survey by consultant Mac McIntosh.
One hundred and eighty-five subscribers of the online version of Sales Lead Report responded to the survey. Nearly 93% reported their CEO thinks marketing is very important (60%) or somewhat important (32.4%) to the success of the company. Only 7.5% said their CEO thinks marketing is not very important to the success of the company, and 0.5% said had no idea about their CEO’s view of marketing.
In comparison, nearly 78% said their CFO thinks marketing is very important (38.4%) or somewhat important (39.5%. Thirteen percent thought their CFO views marketing as not very important (10.8%) or not at all important (2.2%). And 9.2% said that they didn’t have a clue how their CFO felt.
“The marketers with CEOs who have marketing backgrounds are lucky,” said North Kingston, RI-based McIntosh. “However, many companies are led by CEOs who came out of finance and think more like accountants than marketers.”
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