The Financial Times reports on the survey and on the negative views of marketing held in many boardrooms:
Not everyone will care if marketing is in trouble. However, since successful marketing is one of the few ways to grow businesses without risky acquisitions, CEOs generally will. Since brand assessments often now drive City valuations, investors increasingly do. And since marketing pays for our biggest commercial television and radio services, subsidises our press, and is frequently seen as adding value to media consumption overall, consumers should.
A sense of marketing in crisis is not consistently felt across the sector, or even within larger, individual businesses. But there is a general feeling that the function has emerged from the dotcom bubble and the media downturn in this decade with less boardroom power and fewer, high-flying practitioners.
[…] The paradox is that while clouds may hang over the reputation of marketers, all the study’s respondents found that growing top-line revenues is a clear priority. And whether it is by launching new brands or spin-offs, advertising more effectively or better understanding what customers want, marketing has always had a strong claim to be able to grow top-line revenues.
Financial Times | People! There’s a problem with the marketing (Subscription required)
- Marketers are seen as creative but undisciplined
- In marketing-led businesses (such as fast-moving consumer goods), marketing is too important to be left to the marketers
- Marketing attracts the wrong kind of people
- Marketers are undisciplined
- Marketers are not interested in the P&L